I don't particularly like ads but I don't have a problem with the idea of ad substitution. This isn't very different from ad injection that WiFi hotspot and other captive portal operators do. For me, it is more about privacy than not seeing ads (provided the ads are not annoying and don't interfere with my viewing content).

Now for Brave, their incentive is to maximize profits just like any other ad broker. This is not necessarily aligned with my interests as a user. I get their theory, I just worry about how this works out in practice. To trust Brave, I have to believe they will never get greedy and never relax their privacy or security standards, even if these interfere with profit-making. That's a big ask. I would be tempted, too.

I also have concerns about 'malvertising', which has affected many high-profile sites who employ world-class security teams. They haven't been able to stop malware infecting their users via ads.

Admittedly this whole comment is pure FUD but that's just it - I am not certain Brave is the answer, and the easiest thing for me to do is keep using an open-source browser with an ad-blocker. Bonus, I'm using NoScript and have a gigabit FTTH connection and let me tell you, the web is lightning fast!

Good luck Brave team, but I don't think I am your target demographic.