Consumers don't buy advertising. Companies do. Consumers don't want advertising at all, and they don't really understand that all their tech products/services

Consumers don't buy advertising. Companies do. Consumers don't want advertising at all, and they don't really understand that all their tech products/services are subsidized by ad revenue. Would they pay recurring fees for those products/services without an ad subsidy? Some would, but most won't. So if and when companies (that actually produce something) decide that their investment is better spent outside of search and social media, and if consumers don't then fund those products directly, it will be like an earthquake in SF. This is exactly what happened to newspapers, by the way.