Exactly, there is no pact here. If there was one we wouldn't have seen the rise in level of annoyances we had in the post 2k web. First it was the whack a monkey small banner, then bigger flashing banners covering all upper side of the page, then the page was shrunk and its sides were occupied by more advertising, ten came the popups followed by interstitials and other interrupting annoyances, articles split into 10 micro pages just to force the user to keep clicking, etc. Do I need to continue? Nope, that is not a pact, it's publishers using every tool at their disposal to put as much advertising as possible between the users eyes and the content, which to me makes perfectly fine doing the opposite now that the available tools have turned the table.