Right, but you still need to present it in a way that is easy for people to understand. XML is a fantastic way to deliver a large amount of data, but it is hard

Right, but you still need to present it in a way that is easy for people to understand. XML is a fantastic way to deliver a large amount of data, but it is hardly parse-able to anyone who doesn't know what a markup language is. JSON as well. My point was that "take data, throw adsense on it" is hardly a simple plan. Developers need to know how to display data in an easy to understand, easy to follow, and easy to consume manner in order to get people to the site. Keywords and SEO only go so far. You still need readable content for humans.