In January 2016, in reaction to Brave Software's initial announcement, Sebastian Anthony of Ars Technica described Brave as a "cash-grab" and a "double dip". Anthony concluded, "Brave is an interesting idea, but generally it's rather frowned upon to stick your own ads in front of someone else's".[35] TechCrunch,[2] Computerworld,[36] and Engadget [37] termed Brave's ad replacement plans "controversial" in 2016.