Evernote posts FAQ about Context →

The business model isn’t what I thought it was:

Is this advertising?

No. Evernote does not get paid based on the number of views or clicks. We have no financial incentive to show any articles or other content. We only show things that we think are useful to our users. We don’t share user account information with our partners and we allow users to determine which Context sources they want to see, or to turn the feature off completely.

… and …

How does Evernote make money from Context?

Evernote makes money by providing products and features end users are happy to pay for. We think Context is a powerful feature that will help people do their best, most informed work. It’s one of several features that people enjoy when they sign up for Evernote Premium or Evernote Business.

On one hand, this makes the feature less creepy, but I stand by my opinion that Evernote thinks that users will view this feature as an overall positive change to the service.