> You're not thinking about this from a game theory perspective.

> Slow down pages -> more users bounce -> fewer ad impressions -> less ad revenue.

Game theory is the theory of how agents deal with each other. You left out the most crucial part of agents affecting each other!

Yet, many big, profitable websites take 10-30 seconds to load on even the fastest connections. We can reconcile the theory later, but the fact is, much of today’s internet doesn’t optimize for load time.

Also possible scenario is

Slow down pages -> more users frustrated with Firefox -> fewer user share -> Mozilla closes and donates all code to Apache Foundation.

That would be great ! Where do I sign for this ? I cannot wait for this to happen.

Or eclipse which gets unloved projects

how is this game theory?

and lower rankings organically and for ppc get a low quality score on your add and it can really hurt your AdWords account