Then you wouldn't exist. Even the smallest business goes through years of losses before it (hopefully) reaches profitability. Pay to sell is the only way nearly 100% of incumbents have to simply exist. If they don't do it, someone else will

Traditionally, businesses build a reputation and customers learn where to find them (a physical location). They then become and stay profitable. Anyone depending on a monopolist for its pay-to-sell strategy won't usually reach profitability. The monopolist might be as small as a greedy feudal lord in the middle ages. Today we have Apple/Google etc