Not sure anyone's missing anything... this is the way to recruit potential paying advertisers: give them a limited (three months) chance or free trial to be seen on your site and hopefully get paying customers or at least make connections so that they will want to advertise for a price (cost) after the freebee (in January)...
And if the site is utilized enough, UAMM may be able to recruit bigger names to advertise banners as sponsors of UAMM's site... lots of other creative ways to produce or generate revenues/profits from this type of business model.
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