IMO, they should have just raised the price to post an ad based on the dollar value of the ad. They would have received their cut up front and not had all the hassle of worrying about people side-stepping the fee. Then it wouldn't matter if we talk to each other - too easy. I suspect what happened is they thought raising the fee too much would start an uproar so they decided to hit everyone on the backside because it wasn't so obvious. Unintended consequences.