Umbrella Forecasting

Given the deluge of information you can precipitate simply by surfing the web these days, there is a new wave in web design to get the relevant information out front as quickly and usefully as possible. It doesn't get much more lightning fast than UmbrellaToday?, which has stormed the weather website world by simply asking you to type in your zip code--at which point it says either "YES" or "NO." Even easier, you can give them your cell phone number, and they'll zap you a text message each morning with an answer. (Note: the site doesn't seem to be monetized at all. Is their business model all wet? Or will they make it rain in the not too distant future?)