But if they can't get any of those users to pay and its the difference between not providing the service or displaying ads (with fair warning!) what is the less

But if they can't get any of those users to pay and its the difference between not providing the service or displaying ads (with fair warning!) what is the lesser of two evils? Disqus continues to exist and thats only a good thing. I don't think "not displaying ads and letting me get it for free" is a fair option.