I see no intention or interest at all in maybe piping back some of that money directly to content creators. I'm aware of the logistical problems that would entail, but trying something like that would be truly commendable and even revolutionary (even if insignificant economically).

They seem to present themselves as if they were doing this purely out of love or their beliefs, while serving some of the most atrocious ads on the www.

I see them constantly mocking the media's business interests while they themselves have obviously a big money interest on the matter.

I think that makes them less virtuous.