When I Tweeted a third too-good-to-pass-up nugget, I realized I should just encourage people to read the whole post. It's a cohesive, carefully sequenced contemplation and will mean more if you do.
In short, he's gathering bits of string that seem to be adding up to a big idea: What if online advertising stops working? What if the only thing that really makes money turns out to be search ads, not banners on news sites or display ads on Facebook?
Ethan doesn't claim to have any final answers, but his logic and supporting data should make you worry if ad-supported anything is a big part of your online future.
This roller coaster is a long way from finished yet.
The three insights I couldn't help Tweeting:
Ads may not be a viable [for] anything but search...we are increasingly reliant on systems [on] shakiest of foundations
"comScore’s study suggests we – collectively – may be becoming more [online] banner-blind over time."
What if social internet...is being built on sand, on ads almost no one looks at now & fewer will look at in two years?