If you havent figured out by now, Rediff makes its money through Ad revenue. Increased ad rates are justified by showing increased traffic. These topics may appear stupid, but are so 'titled' to get people to reach for the keyboard / mouse and klick or write. Further paid Rediff Flame baiters generate even more passion by writing some controversial comments that adds to the frenzy of activity.
The bottom line: Rediff folks go running all the way to the bank.
