[billybiro]

Troy's website is (or should be) funded out of his own pocket.

His website, is itself, one huge advert for himself, his skills, knowledge and experience as a security expert. His website, advert though it may be, is full of great content and gives him increased exposure. Through this, he generates additional revenue (i.e. his own personal income) far more than he would do if he didn't have the website and thus, the increased exposure.

Therefore, Troy Hunt is the advertiser and he should pay for his advert (his entire website) out of his own funds, since this is the very thing that generates him (additional) revenue.