Pretty sure he wasn't referring to any sort of monetary gain that the site may have had at that time. I will just give you MY personal perspective having been an ardent F5'er during the Groce years. I love where the program is at NOW, and wouldn't trade if for anything. BUT, the sheer excitement, and multitude of posts, and the meme's (there were a TON of them! IMO the only recent one that even compares is the F-Yeah Girl!), Loyalty After Dark, and the unique poster persona's (many of which are no longer here), were NON-STOP excitement and drama and homerism, and Illini euphoria, and it was GLORIOUS!!!! The entertainment value ALONE was sky-high. Truly a Golden Age of Illinois Loyalty!