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The other side of the coin is it could allow more content to remain accessible for free (given the stats advertisers are bound to pay more).

I'd rather enter brand-specified words than my credit card info.

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i do not think it is as clear-cut that brand advertisers will pay higher rates or even accept the format as they may think. sure, conversion/recall etc might be higher but company X making me do some annoying work is not exactly endearing them to me and tarnishes their brand. people are lazy.

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