[jordanpg]

I like your use of the word "immature". I'd mention another sense of that word, a more literal sense.

The web is new and ads have been humanity's first attempt at extracting revenue from the miracle of the web.

The web of 5, 10 years from now might be unrecognizable in various ways, by current measures.

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 worst of what capitalism has to offer. If that'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.

That is the best of what capitalism has to offer: confidence that a large enough market will adapt to anything.