PostSecret is the largest advertisement-free Blog in the world.
Visitor Count: 536,760,847
Founder, Frank Warren, started by handing out 3,000 postcards to strangers walking in the streets of D.C. that included simple instructions:
“Anonymously share an artful secret that you’ve never told anyone before.”
Instead of selling ads to make money off the site, he opted for the perhaps the less profitable route of seeing physical books.
Then when they launched the iPhone app for $2 it was a runaway hit, but was voluntarily shut down after a couple of months after 1% of the 2 millions posts shared contained malicious, gorey, pornograhpic, threatening content (ie, not artful, and therefore not in the spirit of his brand).
He could have kept the app up and collected checks, but instead he left money on the table to maintain the integrity of what Post Secret stands for and as a sign of respect for those artfully bearing their souls.