My perspective comes more from working early at LinkedIn Facebook and Twitter and trying to build to these massive networks with people actively engaging before we monetized. In pretty much any case — I believe the companies realize how important user trust and continuing the user engagement is. when monetization is introduced, it is strongly intended that it doesn’t undermine users’ trust in the product or platform. However everyone does realize that any ads in the platform do disrupt attention of the user at some level. A rule of thumb has been about 10% of attention gets shifted to ads. This is still less than free television but feels like a lot when it is first introduced.