The other side calls it rented, but renting beats being locked out. Think of it as a game with outside options: if ad-supported free access disappears, the next equilibrium is paywalls, and everyone without spare cash loses. Nine ads a minute is annoying, sure, and manipulative design is a real cost. But users aren't helpless: they can switch to paid tiers, ad blockers, or competitor sites, and that competitive pressure punishes the worst offenders over repeated rounds. A messy, inclusive equilibrium still beats a clean, exclusive one.