I could easily see myself having to pay $30 a month or more for all the services that are probably funded by spying on me, if they had to use a different business model.
It's fairly bad and unsustainable to build a business around trying to get people to argue more online, so they look at your ads to buy absolute crap they don't even want, but I'm not sure what the web would look like without it.
Would we still have all the random things like Google Street View that nobody would actually pay enough for as a discrete product?
Reputable news sources seem to have already changed from ads to paywalls, presumably because ads were making the sites look too much like tabloids.