Addicted as I am to playing Zyngas 'Word with Friends', they have no doubt missed a trick with the recent attempt to further gamify the game. Yes, they have leaderboards. Yes, they have points (on points). Haven't yet found badges though its surely just around the corner.
If 'playing more' was the objective of the added PBL (points, badges & leader boards) elements within 'Words With Freinds', surely, this was a great time to push / promote / market the small premium to remove the ads.
I'd have defo paid the £2.99 to stop the ads and therefore speed up the playing experience - not all of which function correctly as display ads BTW.