Instead a model that would help them reach people, casual surfers can be made potential customers, educated customers would spread it around. This food chain will make everyone happy. I dont know if it would go as planned but still whats there to try :-)

So there is lot of money in getting small startup companies into advertising and web 2.0 is just a beginning. If someone thinks google adsense is ultimate product, there are flaws and once can correct this and still make ad revenue.