We can't close pandora's box. Google ads are extremely profitable, nothing else comes close. I work for a company that uses ads as the main revenue source. We tried to avoid Google but it just makes no business sense. We're talking 10 times the revenue compared to other major players. Google not only pays better, but the ads are just better.

I'm very pessimistic. I'm pretty sure we're heading in the direction where most websites will be DRM'd and impossible to block ads.