For the sake of providing a counter argument, not all publishers monetize page views; some simply want as many eyeballs as possible landing on their content. Ad

For the sake of providing a counter argument, not all publishers monetize page views; some simply want as many eyeballs as possible landing on their content. Additionally, it is almost impossible to guarantee that a request for your content results in a hit on your httpd process (even if you have the resources to send highly restrictive cache headers, browsers, proxies, etc. don't HAVE to honour them)