If good sites say
Freeones, the extra 10% might be a 10% loss.
More of their traffic will join more poor sites, rebill less, return to Freeones less and join another site less often.
But heck no the surfer has no choice he's just some fool who will buy what we put in from of him and keep buying it.
So wonder where all the Tubes traffic is coming from?
Every action has a reaction.