I suspect that basic traffic driven ad revenue hasn't matured to the point where it cares whether the traffic is "wrestling fans" or "tennis fans". Other than the monster sites, it's about driving traffic.
Overhead is likely low. Looks to me like it's on Wade's sever/host, so it simply rolls into his existing hosting deal. Development costs likely are nil - Wade probably did it himself, if he's overtime learned how to do his own site (I sort of assume he has).
On ads, every page is loaded through the moon on them. I'm not getting pop ups, but I don't know if that's my own settings of if they simply don't have them.
I also don't think Jason is doing that as a fulltime income, which makes it's side income.
So Wade may be looking at what "affiliate sites" off the Torch do as far as drawing in revenue and additional profit.
Doesn't need to be much.
John