"The thing is we're all using the service for free and on top of it they're willing to share revenue with users. I mean we can't just expect every free service to never monetize. "

This is one of the problems with some, and mostly the ad based, modern startups, and it seems like most are taking the lead from Facebook here, but the problem is basically that companies create a product that provides value, as Disqus does. As they build it, they know if they do something like put in ads, you wont use it, so they don't put in ads. However, after they have a bunch of users, they realize they need to make money, and therefore change the product to provide less value and put ads in. I feel like a lot of what I see lately seems to imply that we "owe" these companies something(people seem to do the same thing with adblock). I feel no allegiance here, Disqus made a product that people would like, people started using it, and then they took some value away in a fairly shady way. Frankly I wish stuff like this was called out more often. The last thing it needs is defending.