They are not. The site belongs to Jamie Zawinski, who is commonly referred to as jwz. Zawinski is a well-known programmer (known for free software contributions) and current owner of the DNA Lounge.
In that case I'm curious how the behavior changed. It was linking me to an image on internet archive, but now it seems to be pointing to the source mentioned by @moonbug.
The behavior is based on your 'Referer' header in the http request that gets the page.
You can inspect the network request your browser is making to see what it's setting the referrer to.
Why it uses certain values is a combination of your browser's code and the w3c standards, which you may look at if your browser's one of the reasonable open source ones.
I'm familiar with referer. I'm saying the behavior changed. The first time I clicked on the link, I was sent to a different location than where I get sent now. From the other comment it appears the site is set up to do that.