Ads or the obvious path, they just haven't had time to pull it off yet.. plus it's going to be hard to pull it off without weakening the experience so they'd like to push that out as much as possible similar to how Google has only eroded the experience slowly over time. Their biggest competitor is Google
They don’t really need to make much money on ads. They just need to weaken the free user experience to convert as many as possible into paid subscribers, then shake off the rest.
