> You could just as easily see it as the best minds are building huge amounts of amazing, free technology and need a way to pay for it.

That's a false dichotomy.

First of all, the technology is far from "free". It's easily accessible, perhaps, but users pay handsomely to use it, even if they're unaware of it, which most adtech companies go out of their way to ensure.

Secondly, advertising isn't the only business model companies can choose. Far from it. It may be the most profitable, and the easiest to deploy, simply because adtech companies have made it so. Companies can just as well choose to prioritize user experience, user privacy, and all the things they claim to care deeply about, over their revenues, which is what they actually care about.

Oh, and lastly, I would strongly argue that social media, web search, office suites, etc., are hardly "amazing" technology. There are very good alternatives to all of these that don't come with the drawbacks of ad-supported software. It's just that adtech companies are also unsurprisingly quite good at advertising themselves, and using their position and vast resources to dominate the market.