This is true. Even this site, which is the closest thing to free public service you will find in swinging sites, is certainly not free to run. So, we run ads, because, there is no free ride on the internet. Yeah, you can get one of those $4.95 shared server hosting plans and use some pocket change to put up a little site, and then watch that thing melt down when all your hard work pays off and you finally do start attracting a little traffic, which will then promptly disappear when the site loads at a snail's pace or not at all.
There have been several new nice modern personals sites come along over the last several years. About half of them are still around, and those that are seem to be barely hanging on. "Build it and they will come" just doesn't work as a short term strategy. To have any hope of success at all, you've got to build it and then have the patience and resources to hang on for a long very slow climb. The analogy I use is would you rather go grocery shopping at a nice new shiny store with nearly empty shelves, or an older store with shelves full of good food? I'll take the second, which is why the older sites are still at the top of the heap - they've got the swingers, and they know it.