Earlier quoted context omitted.
You are missing the point. Lichess is creating a very strong competitive advantage by positioning their platform as ad free. Want to put this to a test? Imagine if you were to create a competitor and you also wanted to run ads, now imagine you will be competing with an extremely successful project that people love that doesn’t run ads so you will never be able to offer a better experience to their users. Lichess is u…
You're pretty much describing chess.com
The point is that creating a new chess site today would require to be better than lichess. If we look where Magnus Carlsen investment goes, they are all paid services (Play Magnus/chess24/chessable). He doesn't event try to compete with chess.com/lichess.