Do I hate this persistent march to monetize any and every aspect of the human condition? Hell yes, it's garbage for species and society.

But it can be done in a natural way that isn't so in your face. If a homeowner is asking questions about doing kitchen renovation, on our site designed to help them find both the information and contractors to help/do the work, there is a non-forced way to eventually ask "wanna fill out this form to find contractors?"

That doesn't sound inherently "evil"