Once upon there was a little site for entertainment news called CHUD.com.
Nick, the guy behind CHUD, *hated* site ads. Said they'd never be on his site.
Problem is, the site got really popular, and he couldn't afford not to do ads, so he started using them. The companies he used, though, while targeted, were exceedingly obnoxious and if they didn't crash your browser, would take over huge parts of the screen (and often overlap what you were trying to click on). It's still a great site, but most of my friends won't go there because of the ads.
Thank you for not going down that road, Fred.