Background: I run hackernewsbooks.com, and the only thing affiliate revenue covers is the hosting and mailing list costs (~$50 a month). It is a fun project I bought from the original owner to learn (and because I loved the idea). I want to add more visuals and unique navigation to it. I also run Shepherd.com, which is a much larger book website and we are not covering our costs yet, it is a struggle.
There is a tendency on H.N. to think everything is a scam; I'd love to see that moderated a bit so that people realize it's people like them building cool stuff that excites them.