I did not have a Hulu subscription until Hulu began offering an ad-free experience for a premium. HBO Now is also ad free. I'd be curious to see the percentage of users choosing to pay more to avoid ads as it makes the entire experience so much better. Do you think they'll phase out this feature, or continually ratchet up the fees? I suspect they realize there's a market of individuals who have no tolerance for ads and want to capture that market rather than lose them to bittorrent or just total cord-cutters who can take or leave television.