I recently read that PlentOfFish had 5-10 servers in a nearby center. Hosting 12 billion page views (per year) off one server seems a bit much, but Kawasaki isn

I recently read that PlentOfFish had 5-10 servers in a nearby center. Hosting 12 billion page views (per year) off one server seems a bit much, but Kawasaki isn't a technical guy, so I won't hold it against him. I am still very uncomfortable with the Google AdSense as a revenue model. In my experience AdSense is a very mediocre product; the quality of the ads served is simply abysmal. In contrast, I recently read about the "Deck" which serves adds for 37signals, daringfireball, and some other high profile blogs, and ya know, I actually want to click the adds they serve (these ads are selected by hand though, so the comparison is probably unfair). I think there is still room for a startup that does contextual ads well. I think a large part of doing them "well" will be to have standards for both the sellers and buyers of ad space.