It could very well be the other way around too: product is getting too popular and doesn't have ads, but directly competes with our product that does have ads.

It could very well be the other way around too: product is getting too popular and doesn't have ads, but directly competes with our product that does have ads. Reader/iGoogle didn't have ads, but stopped you from visiting places that did have ads. Inbox didn't have ads, but was directly pulling users away from gmail which does.