Advertisements on the web may be the most common way to turn a profit online, but it's certainly not the universe anyone really wanted except for advertising firms. I would gladly pay $5 a month for wikipedia to exist without ads. In fact, I would almost always pay money rather than see ads for any service (as I eventually did on slashdot, incidentally). So perhaps wikipedia should adopt the slashdot model: No ads for special or paying members- everyone else gets non intrusive ads (by special, I mean long term members, frequent contributors, etc.). You could even adopt a system where contributors get "points" which allow them to not see ads.