We’re setting up a lemonade stand right next to the publishers’ lemonade stand,” says Mr. Priem. “They’re charging $30 for a glass of lemonade, and we’re showing up right next to them and saying, ‘Lemonade for free’. It’s such a disruptive, exciting, and interesting idea, I think.”
http://www.chronicle.com/article/How-a-Browser-Extension-Could/239714?