Wait: paid messaging, articles stealthily written by PR flacks, "native" ads, in-feed hortatory messages masquerading as intelligent editorial content ---- this stuff is better than traditional ads? Because they impact you less?

Sure, perhaps they impact your LTE connection less. (But, hey, no one needed faster than 56kbps in 1995. Mobile bandwidth will grow.)

In point of fact, I'll bet ads "disguised as legitimate content" impact you more.

Most of us are technologists of one stripe or another here. But putting on our humanities hats, isn't it actually quite a bit better/more moral/more tolerable/sustainable to have a little shiny 300px by 250px cube with a picture of the latest BMW than to have the credibility of our favorite car blog or car writer compromised?