How does this website make money?

I came across the website wherethefuckshouldigofordrinks on facebook and I like the concept of the website but I was curious as to how a website like this could be making money? Or is it possible that perhaps they actually are only doing it as a fun project?

I just don't see the revenue angle...can anyone cure my curiosity?

Forum wouldn't allow me to post the url but I'm sure you can figure out it.

I have similar websites.. You shouldn't monetize such websites before they start pulling serious traffic. (I wouldn't monetize at all - just flip)

Is that another site from Zach Golden?

http://www.huffingtonpost.com/2011/...or-dinner-cookbook-zach-golden_n_1020132.html