The free functionality works well enough for me that I never saw the need to look further (until now).

You can only enable one filter list, but "Ads" is a single filter list, so I just enabled that. Just means I can't enable the "Trackers" (though safari has some built in tracker blocking) or "Annoyances" lists, or add Custom rules.

Though, it's going to be a deal-breaker for anyone outside of the English speaking world, because the regional filters count as a second list.