I do not think that metaphor holds at all, if "water" is open web and "chugging" means spending advertising dollars there. I don't have a link on hand, but GOO

I do not think that metaphor holds at all, if "water" is open web and "chugging" means spending advertising dollars there. I don't have a link on hand, but GOOG and FB captured something like 95% of digital advertisement growth in 2017. In other words, out of each new 1$ shifted to digital from TV and print, 95 cents went to duopoly. And advertisers which are still "chugging" open web, installing more and more "filters" and "purifiers" (different anti-fraud and measurement providers). People from digital media are talking about digital media crash. [0] Buzzfeed failed their revenue goal and fired 100 employees. [1] Mashable was sold for peanuts. [2] Business Insider, granddady of ad-monetized clickbait, pushing more and more articles under "BI Prime", which means paid access. A lot of people were clamoring for death of ad-supported publishing on open web. Well, the future is almost here. [0] https://talkingpointsmemo.com/edblog/theres-a-digital-media-crash-but-no-one-will-say-it https://talkingpointsmemo.com/edblog/theres-a-digital-media-... [1] https://www.recode.net/2017/11/29/16715350/buzzfeed-lays-off-100-greg-coleman-jonah-peretti-revenue-miss https://www.recode.net/2017/11/29/16715350/buzzfeed-lays-off... [2] https://www.recode.net/2017/12/5/16735262/ziff-davis-mashable-sold-50-layoffs-pete-cashmore https://www.recode.net/2017/12/5/16735262/ziff-davis-mashabl...