User blog comment:Rupert Giles/Prototype for a new article layout/@comment-3247345-20141212182129

''Ads keep the content free and the lights on at Wikia. No matter what change we make to the site, we always have to be conscious of how ads will integrate into that experience. In an ideal world, the ads never feel like they are completely taking over the content.''

If that's not an Orwellian statement I don't know what is.