However in this case the missing free lunch may be for anyone with an expectation of making revenue off ads, rather than the people who won't even notice when site X happens to not update too often anymore due to decline in ad revenue, because sites A, B, and C came along and filled that attention gap nicely thankyouverymuch. (And if people do actually care enough to notice and care if site X stops producing, then X doesn't need ad revenue to make content creation profitable)