According to https://news.ycombinator.com/item?id=20290854 Brave's ads won't go into the page unless the publisher agrees, and the current ads are shown as notifications. Note that while your link uses the word 'replace', the source blog post does not.
Assuming that user is even right about this, I would call that the most extreme imaginable version of trying to buy off publishers with a cut of the lost revenue. That's #3 on my list of scammy Brave practices.
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