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Getting people to pay for online content is "like trying to force butterflies back into their cocoons", according to this report on research conducted by the Pew Research Center’s Project for Excellence in Journalism. Ars Technica writer Jacqui Cheng says the research found "that 81 percent of Internet surfers say they're cool with online ads if it means the content remains free, although 'much of that is because they find them easy to ignore'."