Exactly. I really honestly believe that applications priced over $4.99 CAN/USA funds, should have the 'FREE with iAds' option in the store. Essentially given users 2 buttons of choice to select. Make the premium applications not just add free but with significant features/options - not removing essential options "FROM" the free add. This in turn gives users an incentive: 30/60/80/90 seconds (90 being maximum) for initial application launch (and every 10th launch or every 30days launched) - not only will the developer still get paid ... BUT this slight inconvenience "may/will" prompt the user to pay for the premium application just to not be inconvenienced. BUT if quality ads like this Range Rover Evoque is like then maybe not an inconvience at all but a visual reminder for a user 'wanting' to purchase that crossover-suv ... something they can aspire two.
Just a radical thought on how iAds can benefit everyone.
PS: Keep in mind that this Evoque is catered to females - whom usually budget a LOT better than men do and the Evoque is styled by Posh Spice.