So there is this handy dandy search engine out there (brupt.com) that lets you search document types like .doc, or .pdf.  If you do a site search in Google they have about a dozen pages indexed.

They should have hundreds or zillions – and all they have to do is start showing some of the most recent searches on their home page and internal pages.  Google will crawl and crawl and crawl.

When they wake up and realize how much money they are leaving on the table they will set aside a few thousand keywords and related ads for them…. and match things up.

I guess maybe in my old age I just don’t build things for “fun” anymore – if I program, build, or create a new website I need to know there is potential for dollars there.  They put some work into brupt – and are just showing adsense ads, and aren’t seo’ing their own site.  I suppose it’s possible they are relying fully on inbound links from other webmasters talking about their site.  It could also just be a good programmer/designer with out much seo experience.