Salon seems to have found the best of both worlds in its funding program. The viewer can choose to click through a series of ads or pay a subscription fee. Unlike annoying banner ads that are rarely explored, the advertiser is assured that some people will actually see a set of ads. This means they can provide a stream of revenue for the content provider for legitimate services rendered. Yet anyone can avoid the ads if they are willing to provide the revenue directly. I can see where this paradigm might actually take off.