Or maybe the truth is just as they explained it? That people don't like ads, that this fact is the most-cited reason people don't use OpenDNS, that they have a

Or maybe the truth is just as they explained it? That people don't like ads, that this fact is the most-cited reason people don't use OpenDNS, that they have an even better revenue model now (security analysis), and that by dropping their old way of doing things they will be able to attract vastly more people to use their service which will make their "security big data" even bigger and thus more useful/profitable? Sometimes a cigar is just a cigar... (By the way I think this change is awesome. Now if I could only get my cell phone provider -Tmobile cough- to stop hijacking my nonexistent-domain dns queries)