I am not a huge fan of it but the google adds, interstate advertising and bandwith are making it hard for the site to not be a negative investment and this helps pay for those things. All of the major sites have it, 2cool has far more than we do. The alternative is to not do any advertising so that all I have to pay for is bandwith the problem with that is we would not grow as a site. Our goal of being able to help more people and spread our culture/site around the state would not be reached if we stop growing. 4,500 members and growing, quickly. Another option would be if we were to get enough premium memers I could turn off the side adds which are the ones I dislike the most.
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