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> Wikipedia is the perfect candidate for such a program

Except for the high likelihood of having a pop over of Jimmy Wales asking for money show up on all your content.

Which is preferable to the current model of your-and-my-data-and-eyeballs-to-advertisers-as-a-service

That doesn't make sense. Zero-rating does not, as far as I know, inject ads into your other content. If you don't want to access Wikipedia you needn't see his popover.

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