I think that's a genuinely awesome idea - and I totally agree with hgarg, consider using Facebook ads to test the water. Apparantly you can get a free $50 coupon with new accounts http://www.netpaths.net/blog/50-facebook-coupon-advertising-... (although I've not seen that, I don't remember getting one when I signed up - I could easily be wrong).

Ads on FB are most of the time reviewed by humans. This means his website may have some problems due to it's domain name. I would test ads on AdSense instead of FB first.