> 5. Some users don't mind ads, some even click on them, which is evident by the revenue ads generate.
Don't underestimate people clicking ads for the wrong reasons (e.g. they don't realize it's an ad, the ad makes misleading or incorrect claims, the user is just using the ad as a convenient shortcut to a website when searching for it on Google, etc.)
I'd guesstimate this to be the majority of ad clicks and revenue.
Sorry but this guesstimate is a bit absurd. If the majority of ad clicks were ineffective or for wrong reasons, Google's $231 billion market cap would be tough to justify.
Don't underestimate people clicking ads for the wrong reasons (e.g. they don't realize it's an ad, the ad makes misleading or incorrect claims, the user is just using the ad as a convenient shortcut to a website when searching for it on Google, etc.)
I'd guesstimate this to be the majority of ad clicks and revenue.