User blog comment:Sannse/Your First Look at the New Wikia/@comment-473563-20100822012607/@comment-954127-20100822052804

Now this is only a theory to begin with, as everyone here at this point knows nothing more than what we see. My theory is the skin has the ads removed from the main article because then it can be easy to make ready for display on phones. But they want the service across all wikis so they are forcing the skin change. If my theory is true, then they are looking to increase they visitor counts. In turn, even if they lose chunk of the current editors, they can figure a small percentage of the new viewers will become actively involved. Make no mustache, they know they are playing with fire here.