Being someone who knows a bit of programming, I am a big fan of StackOverflow.com. They're an incredible site to find answers to just about any coding problems...View More you might have. However, every so often you'll have a hard time finding that perfect thread or the implementation is way over your head. Airpair, a service that provides one-on-one programming help, knows this & they advertise on Stack Overflow to reel in those searchers who are painfully looking for that perfect answer. Although they aren't affiliated with Stack Overflow, they're essentially positioning themselves as the do-it-for-you service for Stack Overflow. If the person is struggling to solve their coding problem, Airpair starts to sounds like a desirable option. The fact that they create tons of ad variations to specifically target certain coding problems makes this approach even more powerful. I don't know what their results are, but this seems like a real sweet spot for them.