One of the biggest perceived problems with this business model is that the sort of person who would be willing to pay to remove adverts is the sort of person advertisers most want to reach, since the people who won&#x27;t pay for a better experience are also less likely to either be able to or to want to spend money on whatever is being advertised. I don&#x27;t know if any data supports that, but many people in the advertising industry have that opinion.<p>As such... I don&#x27;t know about the numbers, I know very little about mobile advertising in general, and while I am a Guardian reader I don&#x27;t use their mobile app - but my vague overall opinion is that it wouldn&#x27;t surprise me if they priced it higher to compensate for losing a higher quality segment of their ad-viewing audience.