I have yet to see an ad for anything that made me think "Ooh, I need to buy that" or "Ooh, I need to watch that TV show, read that book, watch that play, listen to that music etc etc.". Most of the ads I see are either for things I can't afford, like flashy cars, things I don't want, things of dubious value (loan sharks), or the old standby "Local Mom finds way to make a fortune, cure cancer, grow huge breasts and whiten teeth using this one simple trick". It's a waste of time and offensive. Now you could argue that should allow the advertising just to support the poor impoverished website owner. The problem with that is that it is supporting the whole "advertising funded paradigm that I find wasteful and offensive. Sadly, I'm having a problem thinking of what the answer may be (lets face it if I could I would make my fortune) we don't want a pay-per-view web but we also don't want the advertisers peering into our souls to tailor ads to what interests us.