Thinking back to the traditional-style adware that came bundled with 'free' software on Windows, and how it so often lied about its purpose.
And pondering how things would have gone if they'd just been honest about what it was - "we ask you to install this software that generates X ad popups per day, and it pays for our software development".
I know that Zango did this for some time, with reasonable success.
(Zango was actually a remarkably honest adware vendor - they told you how many popups to expect a day, gave you screenshots of what it would look like, *and* were very clear that in exchange you would get access to their entire library of games, movies, and so on.)
(Oh, and the popups were clearly labelled as originating from them)