I think that the idea that "people would largely stop making content for the web if that weren't ads" is a myth. Sure, the money seeking people wouldn't do it anymore and a lot less people would be able to make a living off of it. But think of all the web content makers that currently don't make a lot of money, which I believe is a lot of people since not everyone who has blog earns a living from it. I'm not saying we wouldn't lose anything but this idea the "90% of the web would disappear or be paywalled" is kinda insane and quite unlikely