Spotify’s advertising engine and paid customer conversion funnel are finally working well enough that on Thursday it eliminated all limits on free, ad-supported web listening in all countries. It’s an important milestone for the scalability and sustainability of Spotify’s business that contrasts with other streaming music services like Ex.fm and Rdio that are stumbling or shutting down. Previously, Spotify gave free web users unlimited listening for a six-month grace period, but then limited some international free web listeners to 2.5 hours per week. Considering some people like to listen to albums or playlists for hours on end at work, the cap could come up pretty quickly. Now, there are no limits on ad-supported free web listening at all, anywhere. The move matches Spotify’s push to become more accessible across platforms.