For how long? Think of the marketing and censorship opportunities when you can directly tune not just the content that gets seen but also the content itself! Content is still at least somewhat robust to censorship as it's sometimes difficult to remove all references to a banned book. Imagine if banning content also automatically rewrote all references such that they no longer made reference to the content? Or if one could simply pay and have all reviews of a mediocre book changed to make it the greatest book ever?

Note the above is a statement on some of the risks to a procedural web. Not a real market opportunity.