LOI was not the only sponsored link on LOIKIDZ.NL. Its competitors also had sponsored links on the site as well. That way the owner of the website earned a buck from all of them.
The WIPO arbitration panel, however, did not see any good coming from practices such like these. LOI won the case based on their trademark. Opponent was clearly in bad faith by offering a pay per click site that had a domain name which was a clear typo. The domain name registration was transferred to LOI