$12.70/month, according to that Mozilla research, is the total value of advertising per user, which means that is the most we'd have to pay on average if could

$12.70/month, according to that Mozilla research, is the total value of advertising per user, which means that is the most we'd have to pay on average if could just pay directly, and in fact much less per my points above! This is even less than I had estimated. I need to dig into this number further. Thanks for the link. This issue is a project of mine and it helps me a lot.