[rhyme]

If everyone had to pay for the content they consumed: 1) People would be much more selective about their content chocies. 2) They'd likely become that much more productive, wasting less time on crap they don't really want. 3) Good content would then be at a premium (and good content producers paid accordingly).

The internet has been all about disrupting established channels of communication, making it possible for "anyone" to produce and distribute something meaningful. Advertising goes directly against this, by placing value on the "loudness" of the communication. Those with the most money, best equipment, and largest army will be the "loudest."