I sometimes have the same recurring dream that the internet was unmonetizable by advertisements. It's a semi lucid one where it's used for it's initial purpose just in a lot more forms. Before, the cost of operating a website was a badge of honor to say "I did that", now its a numbers game. Get as many people in as possible solely to sell them advertisements.

As a business they would be negligent on their duty to shareholders (coming IPO) not to go down this advert route, and I will say it now, it will be FAR more profitable than paying customers.