Neither is likely, some users may obsessively be using the service, so delays in access will instead with other times of access that they would normally use. I

Neither is likely, some users may obsessively be using the service, so delays in access will instead with other times of access that they would normally use. If you assume half fall obsessive users and half fall into the non-obsessive users for that min, even $11k a min is a very large impact. If it was an ordering system, I would expect a higher rate of recovery simply because of a service/good that was not purchased. Passive ad display is primarily driven by views and I wouldn't expect views to time shift at a high rate.