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[–] MRPockets 0 points 1 point (+1|-0) ago 

Well, you don't have to, but someone does. It is either going to be the author/owner (only works for small sites or people with a lot of money to burn), the readers/users, or a 3rd party (ad company usually). I for one don't really want the ad company to have that kind of power over my information sources.