I’ll pay what they’d pay

Jason Fried: I wish ad-supported services could look at my average usage (# of pages I’ve viewed, ads I’ve seen, etc), and give me an option to directly pay them the same amount they would have charged the advertisers for my slice of views/clicks/etc. No ads for me, they get paid as if they were serving me ads.

I’d love to see a company or two try this. I bet for one the logistics would be a lot more complex/expensive, but I suppose they could build that into the equation. The bigger worry though is that people who feel this way are likely in the minority - most would prefer to continue to get their services for “free”, since they either don’t mind or don’t comprehend the cost they are truly paying for those “free” services.