For one thing, ad revenue. You can bet tool makers will want their ads right there in the middle of folks who are looking to buy.
I'd be very surprised if they don't plan to somehow make a market and generate revenue. By carefully doing online research from other sites, they can automatically pick up the information they publish. They can then be a place to coordinate buying and selling, and take a little off the top. I agree that they deserve to make money, and they don't really have to abuse their site's users, in fact, that would kill the site.
I wonder what the plan is, maybe a post from Jon on their plan? I'm interested.
Actually our plan is simple, We want to build interest with this tool to build trust, Our objective is to build a Buyers and Sellers marketplace that can scale with a DIY listing opportunity that can fairly price your machine. We make money not on ads but on a small transaction fee thats cheaper than the current dealers. This cuts out Ebay, Craigslist and other shady or difficult sites that may not be equipped to help machine owners.
Our plan also includes simplifying the shipping process and other factors that have always been a very tough aspect of used machinery sales
Stay tuned....I will update you guys as we develop this tool more