JohnnyDarter.com is combining the exciting photos of a men's magazine (like Maxim) with the convenience of an online store (like eBay). They don't actually sell anything. Instead, the site 'advertises' the things that women are already selling somewhere else on the internet, e.g. eBay, Craiglist, etc. Johnny Darter features photos of beautiful women and the items they are trying to sell. The idea, here, is to get noticed.
Photo from Flickr.
Implications - As a way of stating the obvious, people know that sexuality helps to sell just about anything, and if anyone knows this for certain, it's Maxim. JohnnyDarter.com is the perfect mix between what viewers of Maxim have come to love with the discreetness of online technology.