For a couple hundred years the newspaper functioned as the prime media distribution system and generated revenue off of advertisements. Now that we've shifted that over to electronic means I find it almost humourous how advertising and partnering is suddenly considered evil. Like staff and servers are magically free because journalists and printing presses must have been in the 1920's.
Like it or not, unless you're charging a subscription, the only viable model for the Internet at scale so far is finding someone who will pay to piggy-back on your service.