I have no data to back this up but I think this is a trait of web developers and startuppers. We're all curious about new sites and business models and how sites make money. I know that as soon as I come across a new site that is at least semi-interesting I think "Okay, how do they make money?". For me I'm doing this out of curiosity, I don't think it affects whether I'll use the site or not.<p>I think a better question to answer would be "What's the catch?" If you're site or product seems too good then savvy consumers will ask themselves "what's the catch?".