The early web very quickly gave rise to curated directories of information and stopped working on word of mouth. Yahoo was a directory before it was a "search engine". AOL was a curated walled garden. Web rings were a thing, great for playful discovery, terrible for finding a specific thing. Heck for that matter, web ring banners are arguably just interactive "banners ads".

Word of mouth also requires a high degree of trust in the person spreading the word. Otherwise you get things like youtube "review" channels that are just paid reviews. Or the reddit bot farms where suddenly everyone in a given part of the web is suddenly dropping references to their new Bachelor Chow™ recipes. You can't even trust the news. We all know about submarine ads, but even without that, you can't ever be sure if you're hearing about some new thing on the news because it's really the best/popular, or because they just happen to know a lot of the reporters.

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strbean 2 days ago | parent [-]

> The early web very quickly gave rise to curated directories of information and stopped working on word of mouth.

Weren't those better before ads got involved?

> Web rings were a thing

Aren't those literally word of mouth?

> Otherwise you get things like youtube "review" channels that are just paid reviews.

That would be illegal under the laws we are discussing, presumably.

	▲	tpmoney 2 days ago \| parent [-]
		> Weren't those better before ads got involved? The directories? Ads were part of those pretty early given that they were modeled on real world directories like the Yellow Pages in the first place. Here's a webarchive of yahoo from 1996[1]. Note the big broken banner at the top with the link text "Click here for the Net Radio Promotion". AOL was pretty much always full of ads, and don't forget the old AOL "keyword" searches which were ads by another name. > Aren't those literally word of mouth? Sure, and they were pretty lousy at helping you find information, which is why people stopped using them in preference to search engines, even though search engines had ads. Heck one of the selling points of Google originally was that their ads would actually be relevant to you and the things you were searching for. [1]: https://web.archive.org/web/19961022175643/http://www10.yaho...