the popular "best" sites you suggested get such intense traffic that they really clean up on advertising fees and whatnot. but hey, if this is what you think, it's your life.
a pretty niche website wants to make money by offering a marginally better service for those that really, REALLY want it. damn, there are games out there where you can pay over US$100 for a gold skin on your equipment. but you wanna get your knickers in a knot over this, then meh.