They actually put a little article about BYC here:
http://www.startupnation.com/PHP_ROOT/hb100-2009/winners-wackiest.html
ALL ABOUT THE EDUCATION
Though Rob Ludlow relies on a lot of word-of-mouth for his chicken enthusiast website, BackYardChickens, a 2009 Top Ten contender in the Wackiest category, he also uses his skills in product management, web technology, community
development and internet marketing to boost interest and traffic. Just like Reserve a Spot, BYC has the wacky factor working for it. However, educating the customer is equally important for Ludlows home-based businessone that may not be taken seriously at first read.
Contrary to popular belief, hes not actually selling chickens. Our job is to raise awareness of how relatively easy and inexpensive it is to raise your own small flock of [chickens], Ludlow explains. People are looking for ways to get involved in the sustainable-living, grow-local movement. Raising backyard chickens provides the millions of people who live in urban and suburban settings to participate without completely changing their lifestyle or their zip code.
Ludlow was actually a visitor to the web community in 2004 during a search for information on the topic. He became a regular visitor, until 2007 when he took over the site and relaunched it that year. As a San Francisco Bay Area resident who owns backyard chickens, hes merely spreading the word about something near and dear to his heartwell, five actually, all hensbut that also contributes to a greater good. Says Ludlow, Were resolving misconceptions about chickens as pets and are educating people on how they can have a pet that makes them breakfast.