However, free is not sustainable for most sites and users show a distinct disinclination to pay for content.
That is not necessarily true. Users show a distinct disinclination to pay for crappy or mediocre content. Since the birth of capitalism, people have paid for stuff. Everybody buys stuff.
The problem is that some people believe that the Internet changed all that, as if it was some sort of magical entity that made content free.
The WWW started with all sorts of free content, because it was provided by enthusiasts and academics, who didn't mind giving it away for free.
And then it all went to hell in a hand-basket when some wanted to maintain the same level of traffic and engagement in the mass market while making money out of it.
Yes, that's the problem: greed. Every - Single - Site - built to make money follows the same exact formula: Make content, give it away for free, build a very large audience, and then--just when you think you've captured them irrevocably--make money out of them. Well, guess what, you've just accustomed your viewers to free content. You have turned them into "freetards" that feel entitled to it all.
Yes, it's the "Web 2.0" model: Let's build a site, start free, get lots and lots of hits, and... sell it to Facebook or Google. Ka-ching!
Oh, that's not working? How do we keep the lights on? Ads to the rescue! It's not about the content or the viewers anymore.
Making your business model depend on advertisements shifts the focus of your enterprise absolutely. As even Penny-Arcade mentioned when they changed their model, a lot of their creative and business effort goes into satisfying metrics that come from their actual customers: the advertisers. The viewers are just there to consume the advertisements and keep the coin rolling in.
Of course, you can find the honest enterprise that just got trapped by following the trends. That seems to be the case with Destructoid, whereas they built their site to depend on advertisements because, well, because "that's how everybody does it and there's no other way."
If you adopt a model that is tangentially related to your viewers, and at times actively hostile to them, is it any surprise that they will get pissed when you engage in an arms race against their standard behaviour? How dare you take umbrage at their distaste for something that is not germane to the experience of visiting your site?
On the other hand, begging to be white-listed is also distasteful. Guess what? If every "free," advertisement-supported site were to die tomorrow, the Internet will survive. People will just find something else to do. And eventually, someone may hit upon a model that is actually sustainable. It'll probably involve some sort of subscription or direct payment.
I, like most ad-blockers, would not mind at all paying for content. As a matter of fact, I do subscribe to some web sites and e-magazines. I don't pay for every single article I casually visit when I click on a link; and I just click on the link because it's there. I don't need it. I don't have to have it. And when I hit a paywall or something else that alienates me, I consider hard what's it worth to me. "Oh, it's just a link to an article in the WSJ about such-and-such, is it really that important for me to pay to read it?" Probably not.
Sometimes it is. I've ended up purchasing issues of the New Yorker and the Wall Street Journal for a single article.
So when all this sites band together and clamour "you're breaking the Internet! your adblock is killing the Internet!" I say, NO. We're just breaking the stupid, unsustainable cycle of web sites trying to make money by every other way except working for their readers.
-dZ.