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Something tells me that Thibault and the rest of the team kinda hates ads (actually I heard him on Perpetual Chess and I know he hates ads with a passion). And putting ads on Lichess would be breaking the promise given to each and every member. I would not be surprised if it ever came down to either running ads or shut down Lichess the decision would be the latter. And I would be fine with that...
Lichess is thriving as far as I can see.

How much does buying off the swag store help I have wondered? I have recently ordered in the hope I can contribute a little to this brilliant project
The ad-free model of Lichess is not just a challenge to other chess websites. It is a challenge to the whole internet.

Everywhere you go online, your attention is being sold to advertisers. Thibault has decided that this is not a good thing to do, and that there are other ways that the internet can work.

So forget the ads (which, again, involves the website surreptitiously selling YOU to advertisers), and get on this wonderful bus.

There are lots of ways that you can directly support Lichess.
@P49M if you love lichess and you're worried about supporting it, maybe instead of suggesting the site to completely break one of its most sacred promises you should consider becoming a patron.

And if you're looking for ways of "contributing to Lichess staying free", the minimum thing to do is what @Deadban nicely stated "respect lichess tos and helping lichess to get rid of those who don't". But you can also help other people in the forums, suggest features or report bugs, help translating the site, report cheaters, etc. This is a community and thousands of little individual positive contributions can be worth more than money.
Also it would be hilarious seeing how lichess recommended ad blockers (lichess.org/ads) blocked lichess' own ads.

P.S.: A small correction to #12, Mr Chris Callahan is lichess Community Organizer, not CEO.
Thank you so so much for your thoughts and input :-)
I would suggest an option in profile to allow consume lees resources, I don't need the constant update the players online in home, in TV I only need bullet updates, and in chat, disabling it only hides the messages but the ajax call still includes them in every response.

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