Technology

I think the deal is, you either pay cash or you pay with your data. While it definitely does increase friction for new users (and even existing users as finances fluctuate), a donation based system might be worth it. Something like wikipedia, archive.org, and other NPOs do. Incentives might be possible too, creating goals for getting X amount of donations to fund a specific improvement. It increases interest by defining a product or improvement, and increases buy-in by giving the donor the sense that they're directly improving the site through their donation.