I don't expect them to be ad-free, I expect them to not use a shitty ad broker that tries to track everything I do. Ads can go directly in the HTML. Demographic ads like this are generally more relevant (despite the bullshit about all the tracking being for better targeting), don't require privacy invasions, aren't readily blockable, and the site can screen overly flashy ads. We don't have to put up with their shitty business practices.