>>web-scale word-of-mouth(social networks, product review sites, recommendations from field- or topic-specific authoritative websites)

All of which are ad-supported and if they were fee-based they wouldn't be that massive, which agian brings back to ads.

>> Relying on ad revenue is a moral failing.

If relying on ad revenue is a moral failing, so is using such a product/service. Have never used a such product/service?