>As those willing to pay, is exactly those an advertiser want to target. How does this follow? A user is not just on a scale from "I don't pay for anything" to

>As those willing to pay, is exactly those an advertiser want to target. How does this follow? A user is not just on a scale from "I don't pay for anything" to "I pay for everything." People pay to solve what they perceive as problems. For some people, that problem is online advertising (but they don't use adblock because for instance they think it's unfair to the platforms they use). For others, it might be that they're looking to buy their kid a new toy. People could easily be in both groups, but they're unrelated so let's keep them separate for this example. An advertiser representing Toys-R-Us for instance would love to advertise to that second group. The first group? Not necessarily.