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It's up to the publisher.
So they're using the publishers dumb enough to try it as their test. They'll see what kind of content people are willing to pay to view without ads, then use that info to make a new policy.
YouTube you pay to see no ads with Redtube, now Google wants the same. Too funny. Big brothers getting real greedy now. Surfers are gonna get fucked real good the next 10 years, just like content producers the last 10 years.
So power is going back to producers & advertisers and away from the surfer, that's the plan anyway.
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