It's good to look at previous experiences that failed, but conditions are ever-changing. Ad clickthrough is down, ad-blockers are up, more media outlets closing

It's good to look at previous experiences that failed, but conditions are ever-changing. Ad clickthrough is down, ad-blockers are up, more media outlets closing. Eventually, it will be advertorial content or subscription. Or some other awful end-state like that. Maybe on the way there there is a point where an alternative model that failed in the past, or a new one, is possible. I like the pay upfront, free returns model, block only abusers. It works for stuff where returns have so much friction, it should work for content.