The hypothesis in the original article is that advertisers will be willing to pay an unlimited price for the eyeballs of your readers, as their demonstration of

The hypothesis in the original article is that advertisers will be willing to pay an unlimited price for the eyeballs of your readers, as their demonstration of the desire to pay for content implies they have money to pay for other things. For this hypothesis to succeed, there must be a price at which your readers' attention can be bought from you. This is a simple theory that falls apart on the details. Of course advertisers won't pay unlimited funds. And if the entire business model of your content product is "View it without ads," there is in fact no price at which advertisers can buy your readers' attention (short of "The cost to buy your entire publishing entity," which is up to you).