Geeknet (formerly Sourceforge) is trying to do a lot of what this guy describes. Aside from owning an e-commerce site and several news/community sites, they bou

Geeknet (formerly Sourceforge) is trying to do a lot of what this guy describes. Aside from owning an e-commerce site and several news/community sites, they bought Ohloh.net. They are working toward understanding their user base and selling ads that target them intelligently w/o alienating them (not always successful, but that's why it's a challenge).