I fully back the subscription idea.  Anand is not stupid... I'm sure he looked at all the possibilities, did the math and picked the best option.  Since you nor I have access to the information he has, nor the numbers, its difficult to argue about it.  
And yes, I am a very happy subscriber.  
I used to run a certain site that got a lot of hits.  I refused to use any pop ads since i hate them so much.  My host, which was at first free, had to start charging me. At that point, i had to close down the site. I'd hate for that to happen to the forums here.