Is this a sustainable business model?

Alternatively, you could call this "Markets in Everything":

The secret-spilling site Wikileaks announced this week that it’s
acquired thousands of e-mails belonging to a top aide to Venezuelan
president Hugo Chavez. But don’t look for them online. In a departure
from its full-disclosure past, Wikileaks is auctioning off the cache to
the highest bidder.

Wikileaks began
soliciting bids from media organizations on Tuesday, for what it
describes as thousands of e-mails and attachments from 2005 to 2008
that provide insight into Chavez’s management, CIA activities in
Venezuela and the Bolivarian revolution.

The winner gets exclusivity and embargoed access to the documents, though Wikileaks will publish all of them eventually.

Here is more.