Is it an improvement to get stuff for free without having to work for it? Sure, why not. But that's not how a society can function.
Yet for some reason, I bet there were fish jokes long before fish markets. The ad revenue may disappear, but the jokes will not.
Also, several open source projects make our society function that don't have a good business model. Or maybe they do now, but wouldn't have started if the author had worried about it.