Didn't ElReg do a trial or survey a while back about paid for content/advertising?
I read an article a while back about why Google wouldn't create a paid-for business model. If you pay for something, you expect a service in return, and you can't change your business/T&Cs at the drop of a hat. So I'm surprised they're going for this.
Otherwise I would be happy to pay a subscription (not much I admit) for Gmail/Keep/Google Drive if it meant no ads.
I would pay ElReg too, but I admit it would also have to be a small amount.