Absolutely, the amount of advertising on this site is minimal and could be much much worse. I also have no idea how much revenue this advertsing actually generates for the site. I’m sure its not much. My point was that “premium members” are not the only ones who are valuable to site like geocaching.com.
Everyone who uses this site is of some value when it comes to generating income. All basic members and all people who simply surf over to the site are potential premium members and potential customers of the merchandise store. Everyone should be treated like they are paying customers. Based on Jeremys post it seems like he realizes this, too. COOL!