What if the website isn't *that* notable? I'm not that familiar with the notability standards for websites, but it must be a tough barrow to shove sometimes. Is it a contradiction to say a website is notable enough for some given list, but not for a whole article?
Actually I'm sure it's not...you could easily imagine a list in an article that was "websites set up by John X". They would be noteworthy for that context, but not noteworthy in general.
For some lists, it makes sense to include less notable items, but I don't think it does in this case. The business model is notable because it is used by notable sites - if the sites it's used by turn out not to be notable, then the list shouldn't even exist. A website set up by John X is notable (although maybe not enough for an article) because it was set up by John X, rather than John X being notable for setting up the website - it's the other way around.