Monetising the web, but in a good way

You may remember the man with the million dollar home page. If so you may have wondered, as I did, if there were any other ways to make a mint from a web page. Today I came across someone who's not exactly coining it, but is doing very well none the less. He does it by getting sponsored to wear t-shirts and posting photos. It seems like a bit more work than the million dollar man, but it's still earning him nearly three times the average US wage.