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#11
Gmail get their money in more subtle ways than adverts, they leave the clean interface and they grab information from searches and sell this to advertisers to better target advertising. They do of course sell adverts in their search results but it's the data they gather which is the true earner and the advertisers pay web masters for inserting adverts
In the example shown above Masda would purchase data from Google that placing their Ad in Microsoft's Outlook.Com would be beneficial to them, then they would pay Microsoft to run the Ad itself. So at no point does this cost the user a penny and no fluffy bunnies are harmed in the process