I am hopeful that as the providers become more directly connected to the consumers and it becomes increasingly feasible to deal with them directly, instead of at an arms length in aggregate as was the only option up until now, that we can cut out what is ultimately functioning as a middleman in the relationship, the advertiser. You know how the internet feels about middlemen than aren't adding much value.

Even if I just had the option of outbidding the advertiser I'd be happy.