I first tried to pay as I wanted to support. But it just let to more ads and more upsell and more bother. It was a more pleasant experience to not pay and see the basic ads than paying and getting bombarded with “dear prepend, buy a longer subscription/gift a subscription/change your password/do you love us/etc”
Once the algorithms learned that the most likely buyer is a previous buyer and how to increase incremental revenue it started sucking more.
That's why no subscription model will work in favour of the paying customer for newspapers, dating apps and so on. It was never a distribution problem as much as that once the money rolls in, the next question will always be the same: How do we increase revenue?
But that’s pretty rare and hard to know as there’s also lots of single owner 4hourworkweekers trying to wring extra money out of subscribers and selling $3 shirts for $50 or whatever.