Wikia's Got A Truck Full of Servers -- 1,000 To Be Exact

From Jimmy Wales' talk at the Tools of Change conference (http://conferences.oreillynet.com/cs/toc/view/e_sess/13441) in June, here are some quick facts about Wikia:

1) a completely different company and organization from Wikipedia

2) it is for-profit and will be ad-supported. The deep content in each subject should provide a more profitable, targeted audience for advertising than general ads

3) revenue will be used to pay for computing, hardware, bandwidth, and development. All content is created for free by volunteers and will remain under open licenses.

4) Since quality web searches are becoming a commodity, they want to develop an open source search engine to give power back to content creators (from aggregators like search engines)

Never underestimate the bandwidth of that truck.

How do they make money?

It seems the only way would be ad support, but that seems very un-Wikipedia. However they make money, I just wonder how they expect to get developers to contribute to it when Wikia will be trying to make money off the developer's work. I know I wouldn't be eager to work on a project that somebody else will profit from.

I hope they can get over their PHP addiction.