Well, it certainly should be well under a buck -- I refuse to believe they're earning more than 25 cents per visitor from the circus of bullshit sticky autoplaying video ads festooning the pages anyway. I'd just click "Pay 49 cents" if they had Apple Pay or another 1-click option that doesn't share my information with them, AND it meant zero ads. Of course even the paywalled sites that sell subscriptions mostly don't turn off their ads, so I assume they'd like to double-dip.