I'm lazy. I'd installed the Mozilla script to block the in-thread ads when they first came out, but when I upgraded Mozilla I never got round to re-installing the script. And when the "ad-free" version of FT comes out I'd have taken a subscription to the magazine and that would have been it. But these in-post ads are too much. So much, in fact, that I overcame my laziness to install the ....... script and tinker with it to block all the ad-content. (Admittedly, it only took 3 minutes or so, but as I said, I'm lazy.) Now that I have 100% ad-free FT, where's the incentive to overcome my laziness and buy the subscription when official ad-free FT comes out? Don't get me wrong, I still think I ought to buy the mag, as a thank you to Randy for all the benefit I've derived from the site, and I'm sure it's a mag that's worth the sub on its own merits. But is that enough to overcome my natural consumer inertia?