I like your use of the word &quot;immature&quot;.  I&#x27;d mention another sense of that word, a more literal sense.<p>The web is new and ads have been humanity&#x27;s first attempt at extracting revenue from the miracle of the web.<p>The web of 5, 10 years from now might be unrecognizable in various ways, by current measures.<p>I see no reason to think that the same might not be true about internet revenue.  In another comment, I said that ads were the <i>worst</i> of what capitalism has to offer.  If that&#x27;s true, and adblocker use grows without bound, a new economic equilibrium will be reached somehow.  Someone will think of something -- or else the web as we know it will become dramatically different, for better or for worse.<p>That is the <i>best</i> of what capitalism has to offer:  confidence that a large enough market will adapt to anything.