Well, I agree. That's what I meant to say when I referred to the cultural reason; since free alternatives always appear, people always expect a good free versi

Well, I agree. That's what I meant to say when I referred to the cultural reason; since free alternatives always appear, people always expect a good free version to be available, and are even more hesitant to pay. However, I don't think that's a good place for us to be. Firstly, it remains to be seen whether it's technically sustainable; if ad blockers continue to become more mainstream and more sophisticated, ads will start bringing in less and less money. Secondly, I think that many non-ad-blocking users are making a poor choice when they choose an ad-supported free version, because it's very hard to evaluate the costs to you of having ads on content. It puts a mental burden on you, wastes your time, and may (invisibly to you) cause you to make poor purchasing decisions later. Those are all real costs, but it's impossible for you to put a dollar value on them.