"Daring Fireball does it" has to be the worst possible comparison imaginable. Gruber has super differentiated, high editorial value content that folks will pay a premium to put their message next to. Imgur is about as far away from that as possible. They have to try to make money, it's crazy to sit here and think you know better than they do on this. Don't you think if they could make enough money doing what you think, they would do that instead? They are in a tough industry. They host images (relatively expensive), they have almost no user information for targeting, most visitors never come back to a page again, and most of the content posted is super low value. Unfortunately, this is the result.