[jeffepp]

As consumers get more 'savvy' (aware that ads are displaying first) they will be less likely to click these ads.

One reason why I believe consumption is more and more likely to be based on our social graph (recommendations + referrals) rather than search.

[EricR23]

And here, inherently, is the issue with this model of advertisement. IMO, if a user can be too "savvy" to participate, it isn't a good advertisement model. Anything that relies on lack of knowledge or "savviness" isn't very solid.

[instakill]

This is mere conjecture.