Well-Meaning Click Fraudsters Helping Newspapers?

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After righting about declining newspaper circulation on the Freakonomics Blog, Stephen J. Dubner received a very interesting comment from a reader: "I always try and remember to click on the ad banners once in a while to try and keep the sites free or at least much of the content free."

Dubner dubs it webtipping and considers it the opposite of click fraud. But if a person is just clicking on the ad with no intention of looking at it (much less buying anything), isn't that the same as click fraud? At any rate, he's looking for a better name than webtipping and wondering if many people do it.
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