The cult of marketing ruined it. They're still fantasizing about personalisation, which in marketing speak means optimizing a mattress sale opportunity for Ted Waciznski of 932 West Moreland Ave in Walla Walla, Washington next Tuesday at 3:54pm as he reads CNN.com as he has every morning between 11:19am and 11:26am from a mobile device in the same spot every weekday for the past seven years, rather than, you know, "here's a cool thing you asked us to show you." The only links that matter are to an adtech/martech firm, and presumably the company that wants you to buy something.