http://www.newscientist.com/article/mg21328566.400-free-apps-eat-up-your-phone-battery-just-sending-ads.html
There was a study on the usage of free apps, and the efficiency of these apps. The study shows that up to 75% of a given free app's energy is used to serve ads and donate user data.
This is an example of Reliability and Integrity
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