The way to make money in bitcoins, like any investment scheme, is to diversify and go longterm. The vast majority of the people who tried various get rich quick schemes (Bitcoinica, GLBSE, Satoshi Dice) are broke. Look at the top 10 bitcoin addresses that have thrown money at Satoshi Dice (listed on the web site), they all lost thousands of coins. Meanwhile, the people who have held onto their coins for 2-3 years are rich now. Sure, a tiny fraction of people who have bet on Satoshi Dice are up by thousands of coins overall, but that's not a reliable investment scheme.