To sign up for the service, customers must fill out a questionnaire about their hobbies and habits.

ECONOMIST: Mobile advertising

Even the oddest hobbies and habits can earn you cash for school.

FORBES: Cashing In On College

Yet some 10, 000 snowboarding fans, typically a group too elusive for marketers, at times have spent up to nine hours on Sikko's site discussing their hobbies and buying habits and rating skins created by designer pros.

FORBES: Snowboarding Secrets