The AdBlock arms race is still going on - would have been more precise

The big issue is this: Premium is too damn expensive so we all use adblockers.

If Google were clever, they would charge just €1 per month per user for premium and virtually everyone would pay that not to see ads.

So instead of having 10 000 people paying €10 a month they could have 500 000 000 paying €1 a month and make WAY more money