I don't understand the whole discussion here :
Michael and his team invite us without having to pay for it to their website. We can customize all very interesting information without paying any buck for it. We can leave our personal opinion here in in this forum without having to pay for it. It not only costs much time and effort for the whole team to run such an incredible source of great information, it also costs much money. So, if you will go on customizing these information without haviong to pay for it, you should consider that the Lula-team has to find a way to pay the bills. And, if animated ads pay a bigger portion if it, it will be ok, or, in clearer words, we don't have to judge whether it is ok or not !
In Germany we say ' if you don't like the innkeeper of a pub, take the other pub next corner'.
It is just my peronal view on such things !