Just checked his Alexa data, as suggested.
From 20,000 at the beginning of 2011,
to the current 60,000 now. Wiped out.
No wonder he is taking his current tack.
And an ad for Novation on every page,
a structured settlement company.
AdSense has about 10,000 far more appropriate ads,
so why the terrible targeting? Helps you to
understand the builder's dilemma, and outlook.