The scammy fake-Download links on this famous page, for example, are provided by Google AdChoices

http://www.alternative.to/Google_Reader,29653017#nav-7647923...

I'm particularly interested in the implicit information conveyed by the mere position of a search result on the page, and how that compares to the implicit information contained by the presence of sponsored content. I would think that sponsored content would on average contain maybe half the amount of information as an organic result, since the presence of the ad is partially a function of its relevance but also a function of the amount paid for its placement, whereas organic result position is a purely a function of relevance.

Then again, perhaps the amount paid could also be considered an implicit source of information on the content being offered, but that seems less reliable.

It certainly isn't a justification to coerce people and even less so to demand that people allow themselves to be coerced.

- morals. I don't think unsolicited ads are moral. I'd rather pay. But I generally don't get that choice without an adblocker.

- More choice and ethics. Again. I'm the one to decide what I want to see, not adblock people using a revenue model where they're in a position to force companies to pay them to be on a whitelist. That's extorsion.

And.. I'm pretty sure you get revenue from adverts.