Yes. Content consumers being "lost customers" is a problem if your business model requires them to do something that they are incentivized to avoid doing. Over

Yes. Content consumers being "lost customers" is a problem if your business model requires them to do something that they are incentivized to avoid doing. Overlapping options for content creators (many of which do or do not apply depending on various factors, mostly forms of privilege) include picking a different business model, having a different means to support yourself, giving up, and realizing that your existing business model is compatible with free viewing. Depending on consumers to be selfless by donating or choosing to consume ads is not the only business model in town; there are more paths to take than "expect selflessness or give up". Selflessness isn't typically a basket worth all your eggs.