Someone should study what would happen to Facebook&#x2F;Twitter&#x27;s financials if startups stopped buying app install ads.<p>Startups will buy more of these (out of desperation to get growth from their remaining funding) before they buy none (because they will finally run out of cash). See AOL&#x27;s 2001&#x2F;2002 financials for a past example.<p>Oh, and by the way, we are at the beginning of a huge funding crunch (perhaps someone else can pitch in with some citations on funding activity etc), so this WILL happen.