I think we are already seeing a shift to b.), one that is only being exacerbated by ad-blocking (on mobile) - and it makes me think about what will come of the

I think we are already seeing a shift to b.), one that is only being exacerbated by ad-blocking (on mobile) - and it makes me think about what will come of the "open" web. I have no insider knowledge, but I'm starting to think Apple is placing a huge bet on the fact that ad-blocking will 1.) eventually make the web unprofitable then 2.) shepherd users onto platforms like iOS and Facebook where they can be monetized better. This, to me, is starting as an experiment with Apple Music vs Spotify (ad enabled) to test whether their platform has enough clout to get people to pay $9.99 for their platform and is now eventually moving to News where Apple is now starting with exclusive news but may move to a pay model where you also pay $9.99 for news. If this model "works", you may see sites move inside Apple's wall garden in order to keep the lights on, and create a barrier for new sites to ever build up an audience without relying on Apple's/Facebook's walled garden. All this stems from the fact of my fear that while everyone seems to be gung-ho about the proliferation of ad-blockers, no one, except Apple (Music, News for now) and Facebook (News), is providing any real alternative solutions to publishers for a source of revenue.