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How do you justify removing gmail ads and replacing them with your social addon? Isn't google going to be slightly pissed?

Nah, anything that makes Gmail more useful is good for Google. The ads don't mean much.

If they "didn't mean much" Google would have removed them. They make Google millions.

Obscuring other peoples advertising is a douchebag move.

No it's not. It would be if they were replacing them with their own ads, but they're adding tremendous value to Gmail.