I agree. But it also takes people willing to put their money where their mouth is to do that.
The notion of "free" has spoiled a lot of folks online and made it a tough sell. I run a site that is entirely reader supported, but statistically it's very unlikely you'd just sign up and join, even though you believe ad revenue needs to die.
It's especially tough to do on sites built on user-generated content, because someone could just start a new one that's free and they'd lose their audience.