This is however not something I think we, as consumers, should necessarily celebrate. This also means that we are very likely nearing the end of the “free” web that we are used to.

No, I’m not saying that selling out one’s personal integrity is preferable, but if it turns out that advertisement as a business model effectively isn’t sustainable, we will just have to accept the reality that we will more and more commonly have to actually pay to access content and services on the web.