content: I do the opposite. If I like your site, it's been valuable to me, or is just decent, I'll allow ads / tracker / similar web content back on (put it on a whitelist.) This is 100% not how the game is supposed to work, but if my bank sites use trackers, ads, and all sorts of stuff when I'm already a paying customer, why in the hell does everybody else get some of that by default? Hell no, prove you're quality or trustworthy, then I give the trust.