This entry in how the unthinkable unfolds doesn't seem to fit with the others in that same paragraph (because the others, while unthinkable, are consistent with

This entry in how the unthinkable unfolds doesn't seem to fit with the others in that same paragraph (because the others, while unthinkable, are consistent with experience), and stands out to me: Digital advertising would reduce inefficiencies, and therefore profits. Other than people exploiting inefficiencies through having a monopoly, I can't think of one case where reduction of inefficiencies also reduces profit. The problem is that those who thought that were willing to make changes, as this article points out, but not the kind of changes that would exploit the increases in efficiencies.