How much would you pay for a Verge Subscription?

I love the Verge but I hate ads. As we all know the Verge and all the incredible content it offers is FREE... with ads. And I'm sure most peoples understand they're necessary to keep the site up and running and to keep the Verge profitable.

But what if we had a site with no ads? No interruptions. How much a month/year wold you pay? I would be happy to pay between £10 - £15 a month. For me; my heavy usage of the site, a price comparison to other products and my own monthly budget this is fair. It's unfortunate that we don't know how much the Verge makes per ad per user so this is all guess work. This might not even be a profitable business model.

But my question is how much you pay?