My dad is in that 8%. I guess the more you're a computer illiterate, the less you're likely to get the difference between a genuine and an advertising link.
It was a painful reality.
The point is that as soon as your service was down the ads were the more interesting content, as long as the site was up that apparently wasn't the case. I think most advertising based websites will see this effect, I'm sure that there is a way to figure out just how much 'strategic downtime' you can get away with :)