I would suggest people really just want the effortless nature of banner ad consumption. They don't want to do work. Banner ads (advertiser pays) are opt-out an

I would suggest people really just want the effortless nature of banner ad consumption. They don't want to do work. Banner ads (advertiser pays) are opt-out and subscription services (or consumer pays) are opt-in. Further each site has to be opt-ed into manually over and over, and then you get to deal anxiety over the whole can I actually unsubscribe thing etc. So you are just trading being juiced in one way for be milked in another. Further even if we had consumer-pays-for-content sites as low friction as advertiser-pays-for-content sites they still would likely converge towards having advertisements (ultimately maybe less, maybe not) to maximize earnings. I think there are solutions to these problems but I think they require us to first rethink the assessment and reward of creativity, talent and effort in scarcity-free systems.