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But this way the people who don't have a subscription (which we can safely assume to be GREATER than those who have ad blockers) don't even open the page, so they still don't get any revenue.

???

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I put that on par with: because I'm not paying for an Aston Martin, I don't get to drive one to work every day. Thus, I have nothing to contribute to discussion on daily drivers of Aston Martin cars. Just because I want to join the discussion doesn't mean I'm entitled to one of their cars anyway. Aston Martin isn't weeping for me because I don't get to drive one of their cars.

Why would the publication just give away the product of their labour for free? [Especially the WSJ. That's against their cornerstone beliefs AFAIU.]

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