Here's one: don't have a fucking business model. Run a website you are passionate about for no other reason. I get it, you're a sysadmin for a large website that (almost undoubtedly) relies on ad revenue. What I'm proposing could well put you out of a job. I don't want to sound too callous, but I don't give a shit about your employment situation. I want to see the Web deflated to where it was years ago, before everything had to be monetized. This will cost jobs. No question. But the jobs it will cost aren't very meaningful in the first place. You are not entitled to employment.
and you are not entitled to free content.
I want the Web to return to the way it was before the venture capitalists got involved, before stock valuation was a concern for a website. When people put shit out there simply out of passion for what they were doing, not because they thought they could make money off of it. We may be too late to realize this dream, having crossed some event horizon with the sheer amount of money involved, but I'd like to think it's still possible.
Even if one were to make the content only because they were passionate about it, there is the cost of hosting. The 'event horizon' as you put it, may have been the exponential increase in people getting onto the Internet. More traffic = more cost (this is also why cost would a be a factor as a site gets more popular).
There are plenty of sites out there operating on a free-plus-pay-if-you-want-the-good-stuff lot put-son -money-in-the-tip-jar model that survive. They are not game changing "market disruptors", but they manage to hit an equilibrium that allows stasis. They are not monstrous least common denominator websites; they are typically smaller, niche-oriented websites. That's where I hope things head once all this bullshit marketing nonsense implodes under the weight of its own greed. And I don't care if that leaves you unemployed.
Such as what sites? I'm not saying you're lying, I'd just like examples.