Many digital platforms have only ever been online. They supported their businesses on showing ads. But when you combine the amount of fraud involved in impression-driven and clickthrough models, (that don't include conversions,) they are essentially relying on a sort of consumer-friction. Now that consumers can bypass this friction it isn't 'stealing' from companies that built models on being digital billboards, it's just revealing that the information gap that required them scrolling through all this crap before was paying the bills, and thus, not really as valuable as they had originally supposed. It is a bad business model, and I hope it dies in a fire.