With those amounts of traffic for SF's larger projects I wonder how and if one could build a competing website for hosting binary FOSS today and have it be profitable without resorting to shady tactics. Clearly, making the projects themselves pay is not an option.
As for SF, even before the installer business under the current management it had really misleading banners everywhere. I doubt they would have resorted to those of they could have been comfortably profitable with AdWords.