What no one was anticipating is that the bots are extremely effective of looking like a high value consumer.
Actually, what is surprising is that these supposed high value customers are not in fact actually bots (instead of essentially being web users programmed to be overconsumers by a history of exposure to saturation advertising and silly enough to click on adverts for stupid things).
Philosophically, when some thing exhibits indistinguishable from another (e.g, a consumer exhibiting behavior indistinguishable from a bot), are these high-value consumers not really acting like "artificial" bots? Because we know these "artificial" bots (aka high-value consumers) aren't actually buying anything, but are simply browsing indiscriminately out of boredom and collecting browser-based exploits from the wild to expand real bot nets in a symbiotic relationship.
On a similar note, people always wondered if the anti-virus companies actually were in cahoots with the virus writers. How do with know the ad platform companies aren't simply promulgating a myth of the ephemeral existence of high-value consumers that want to be identified in a sea of bots by the latest and greatest sophisticated ad platform subscription?