Karl - that question gets asked all the time. FineArtAmerica.com does not currently generate any revenue - the site is 100% free.
As you probably know (since you are a web programmer) websites do not cost very much to host and maintain. Granted, it took a very long time to design and program FineArtAmerica.com, but now that it's done, the site essentially runs itself.
Eventually, we may start running advertisements (i.e. art schools, art supply companies, art exhibitions, Google advertisements) to generate revenue.
We greatly appreciate your offer to help spread the word about our site. The more the merrier!
Thanks for giving us a try!