Despite usurpation by Wikipedia for the top slot on Google's results, and then further being pushed down by AI-generated answers, Behind the Name still sits above the fold. This means the site can still count, as it has for the last 30 years, on search traffic driving revenue and relevance. That is, for now.
BTN has a core of users who have been with the site sometimes for decades. Research from 2024 shows that the users interact with one another and form a community. This means there is a readily made base to integrate new users, should they discover the site's social features. This takes care of the "cold start problem".
BTN has collected data on users' opinions of various names since the very beginning. This data is often highly specific, and is connected to demographic data about users. This is a significant asset if properly utilized.
It isn't glamorous, but this digital toy generates a lot of pageviews, and serves as the basis for profitable advertising. Each time the user generates a name, they see a new ad.