The Bad Old Days of Untargeted Advertising

Best part:

1. We do not like to pay for content on a per-item basis. See Mental Transaction Costs. Similarly, we have only limited willingness to contribute to a patronage model.

2. We do not like to pay subscription fees for content.

3. We do not like having to wade through a lot of irrelevant, annoying advertisements.

4. We do not like the feeling that we are being tracked in order to be served fewer, targeted advertisements.

5. People and firms that supply content typically should be paid.

We cannot satisfy all five of these desires. We have to give up at least one of them. We have to compromise.