You can check out this article on Destructoid to see how they used the tool (fyi- we used to be called "Block Metrics")
http://www.destructoid.com/half-of-destructoid-s-readers-blo...
http://www.destructoid.com/half-of-destructoid-s-readers-blo...
And if they're skipping out on that payment then calling out people who block ads makes me think of a certain kettle and pot.
If they are paying for that content then props to them for practicing what they preach.