Couple things looked strange in this article: "generally accepted 5% to 10% conversion rate" - where did he come up with that? I was under the impression most

Couple things looked strange in this article: "generally accepted 5% to 10% conversion rate" - where did he come up with that? I was under the impression most successful freemium products (Evernote, DropBox, more I can't remember right now) were doing more like 1%? Also, was Ning really freemium before this shift? I thought they were closer to just being free, period. Could be wrong on that. I was surprised to see them shift all the way to the other direction of 100% paid. A true freemium model (free plan limited by hits, users, whatever to keep them small) seems like it would have been better.