Not everybody knows it's run by a non-profit.
And to help it develop and cover their costs, now they need YOUR donation.
Attention is the only limiting factor in a human.
One can make unlimited piles of money, or design a fiendishly complex system.
But it's ability of a human to concentrate (attention) which governs ability to achieve all that.
Jimmy's appeal
And that would be a waste when YOUR attention will start being bogged down by ads and your brain starts accomplishing less and less because of loss of focus (*attention*) - all due to "free" sites surging with ads!
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