It's the soft sell. It's what Hallmark Cards does when they fund a movie. You don't tune in to watch their commercials. You tune in to watch the movie they sponsored. As you do, you are also fed the commercials.
Good websites do the same.
They offer you want you want, and sell you quietly, by focusing on serving you, not selling you. This whole topic may need more space than what I have here to fully explain. Think of serving them, not selling them, and ironically, you will end up selling them.