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You are, of course, right. Advertising is often the cost for "free". The three Wi-Fi spots mentioned in the article do not have any advertising other than a possible initial splash screen. And, as I understand it, the Wi-Fi can be used without any pressure to purchase anything. That means it really is free to the Wi-Fi user. The costs may not be passed on by marking up the coffee or burgers. It may be taken out of net profits or the service might generate enough additional revenue to pay for itself.