Even better is that it's optional, so those of us who don't want to see any ads but still want to support sites are in a position to tip / donate / potentially subscribe to sites across the web using a browser-native crypto wallet.

That also means I can financially support sites without handing over any PII data as well.

It's up to them to offer a deal to get subscriber data (marketers gonna market), but the bar is increasingly high as we see hacks like Quora.

I think we're moving to a world where publishers will see that an MVP business model is 'dollars without data', and BAT with ZKP anonymity enables that.