It's not only about allowing customers to pay for their share of ad revenue in order to remove it the ads. But to also enter new markets of customers. For exam

It's not only about allowing customers to pay for their share of ad revenue in order to remove it the ads. But to also enter new markets of customers. For example I would never subscribe to a service with ads, regardless of price. The Hulu tier that includes ads would have to pay me about $30/mo before I would consider switching from the ad free tier. The number might be unrelated to ad revenue at all and they figured that was the perfect threshold between capturing the highest number of "cheaper" subscribers while also maximizing new ad-free subscribers.