Yes, there&#x27;s an opportunity cost for content, but different people have different marginal utility for their dollars vs their time.<p>For children, or the unemployed, the marginal utility of a dollar is quite high, but free time is cheap.<p>Likewise, the unauthenticated, un-paid-for Web has permitted frictionless composition and repurpose of content without the need to &#x27;do deals&#x27;.  Beyond just the consumer issue, a non-Ad supported web would have severely limited its evolution, by forcing content to require authentication.