"When People Think 'Worst School Massacre in American History,' I Want Them to Think of Our Company"

Wired reports on the rush to claim, and resell, various domain names associated with the Virginia Tech massacre (and eBay's killing some auctions of them).

This question is probably just pure ignorance on the part of someone who managed to spend most of his 20s in the 1990s and got out of the fabled tech boom with nothing more than a short-term overpaid, underworked gig with Inside.com, but what's the income model behind owning a site such as vatechbloodbath.com, virginiatechmurders.com or blacksburgmassacre.com? Are there scads of people champing at the bit to advertise on such sites?