Second point: I don't have to convince anyone that ads are necessary to fund most of the visible web. They obviously are doing it, poorly, and if the hundreds of billions gross spend per annum globally (rising to a trillion in a few years) went away, many sites would shut down -- including newspapers and other homes for journalists.

You may not care; I care about some but not others so do not take this as me twisting your arm. But "I'm all right Jack" is a bad attitude in view of the fact that ad-funding is required for millions of sites today.