There is no need to fear Untangle forcing ads you have blocked with other means. Untangle currently lacks a mechanism with which to control IPTables that completely. Heck, do you guys realize that all those ads are a packet filter rule away from simply not happening?
I have no idea what the revenue from the ads will be. But I do know something has to be done. The free product simply produces too much load on the back end. I for one, am tired of Untangle's servers falling over every time a new version ships. I'm equally tired of having to wait a month for the privilege of upgrading the equipment I use to Q/A.
I do feel that Untangle would be better served here by advertising themselves, instead of other stuff.