If you think it's free, then you're not counting right. They're making off you by monetizing your eyeballs, steering you towards the highest bidder, and letting them cajole you into buying something you wouldn't otherwise, either now or down the line. It's a tax on your online experiences that you don't see because the money doesn't leave your wallet and go directly to Google. It's indirect. The bidders get their money from you, in the end.
Yes, I get it. I think most people (esp on HN) know that Google is an Ad company. But at a certain level many many people prefer ads to paying directly. Advertisement supported media has a history going back long before the internet.
