Its not that we don't want to pay - its that we're only willing to pay when asked to do so - nobody is going to stand up and say I'll pay. And publishers aren't

Its not that we don't want to pay - its that we're only willing to pay when asked to do so - nobody is going to stand up and say I'll pay. And publishers aren't trying to make things readers want; advertisers have become more important to publishers than users, and that dynamic is what needs to change (just as its changing with TV/netflix/hbogo/amazon, etc)