[tempestn]

Advertising can be very helpful to get a new product or service in front of people, which then allows you to start building word of mouth referrals etc. Without it, there are many things that would never see the light of day. And because it costs money, it provides somewhat of a filter; while we all feel inundated with a lot of garbage advertising, you'd have to wade through far more to find interesting new products otherwise.

This isn't to say that you can't currently find useful things in ways other than ads; obviously that happens all the time. But without ads (or other similar forms of marketing) it might not be viable for many of these things to be launched in the first place, allowing you to then discover them.

[Dylan16807]

How many products do you know where most of their ads were an initial announcement to the world, vs. how many are throwing up ads constantly just to fight back the flood of other ads?

And requiring money is often bad too. Many very good products just don't profit enough to afford mountains of marketing.

[wpietri]

Ah, right. That's a good point. We have to consider the other arm of the counterfactual. Against his companies that can't launch because they can't get an audience, we have to compare the companies that can't launch today because they can't afford to buy an audience.

[wpietri]

I think this is true in the already-ad-saturated environment. But if we imagine a world without ads, it's hard to think there wouldn't be other ways of getting a product out there.

One obvious way is through buyers. A lot of clothing and housewares brands, for example, don't advertise significantly. Instead, they shop their wares to buyers for retailers. Another is through reviewers. Electronics companies, for example, have a long tradition of sending out gear to magazines and other sources of reviews. Car magazines are another good example. In the modern age, that also can mean lending or giving gear to people influential in an area.

If ads didn't exist, I think we'd see more of that. And we'd certainly see more of other approaches. Look at ProductHunt, for example, where startups can put things in front of a crowd of early adopters for nothing. It would be pretty easy to imagine specialist versions of that for particular interests. And look at Tesla, which famously didn't run ads; plenty of people have heard of them.

So I agree you're right that some new companies today could be at a disadvantage if they don't buy ads (although definitely not all of them). But I'm not convinced that's a necessary case if we end the ad arms race.