One of the troublesome things about apps is that you never really know what you’re actually going to get before you download it. It might be something fun, and you might love the game or whatever you’ve downloaded. However, most of the apps that are free come with a catch. That catch is, of course, you’re not paying for the app with money, you’re paying for it with your eyeballs. Free apps come with ads, by and large, and Google Play is going to make that more transparent. Google Play will label all apps that have embedded advertisements.
There’s also a notice already in place that announces when apps have in-app purchases, so that’s two of the biggest bugaboos I have with apps displayed right up front. Given the choice between spending a dollar or two on an app versus being force-fed ads, I’ll typically go with the ads. However, if the paid, ad-free version is, say, $1, and it’s something I really love? You bet I’ll pony up for it.