The problem was less the scale of supply and more the scale of demand.

In the 19th century, economist William Stanley Jevons found that, as coal became more readily and easily available, demand for it went up. This was counter to the theories of others, and the principle became known as Jevons Paradox.

Jevons Paradox (a concept that is widely misunderstood, especially when it comes to tech and finance bros talking about AI) demonstrates that, a resource becomes more abundant and easily accessible, demand for that resource rises. As the web took off, people hungered more and more for digital content -- especially as internet accessibility became faster and cheaper.

To keep up -- and to pay for being able to keep up -- increasingly sophisticated monetization models were introduced.

In any case, ad models are one thing. But it's the data brokering that's even more insidious.

The irony is that if internet content were harder to access, the population on the whole wouldn't want it as much.

Now, the culmination of Jevons Paradox has spun itself around a bit in this case. We now live in a world where those profiting off of ad models and data brokering actively try to get people to demand internet content more. (Look no further than the recent social-media-addiction lawsuits.)