We are told by Zuckerberg and others at Facebook that users want "relevant" ads. Do users "want" ads? (Assuming they have real choice.) Is it the "irrelevanc

We are told by Zuckerberg and others at Facebook that users want "relevant" ads. Do users "want" ads? (Assuming they have real choice.) Is it the "irrelevance" of ads that disrupts aesthetics and insults intelligence? Or is it something else about advertising? What assumptions do folks make when they discuss online ads? Do they assume that they know what would happen if they tried to charge user fees for their "service"? Do they assume to know what users would do? (e.g., look for alternatives) Do they assume to know what other software authors would do? (e.g., publish alternatives) What if Facebook thought that users would stop using the "service" if it was not "free"? What if Facebook thought it is more profitable and there is less potential for liability to users (who have paid nothing) if the "service" continues to be "free"?