The internet isn't so simple anymore. I think it's important to separate commercial websites from non-commercial ones. Commercial sites shouldn't be expected to be achievable to begin with, unless it's part of their business model. A lot of sites (like reddit), started of as ad-supported sites, but now they're commercial (not just post-IPO, but accept payments and sell things to/from consumers). Even for ad-supported sites, there is a difference between ad-supported non-profit, and sites that exist to generate revenue from ads. As in, the primary purpose of the site is to generate ad-revenue, the content is just a means to that end.

I've said it before, and I'll say it again: The main issue is not design patterns, but lack of acceptable payment systems. The EU with their dismantling of visa and mastercard now have the perfect opportunity to solve this, but I doubt they will. They'll probably just create a european wechat.