Take a look at the top 20 advertisers, by total amount spent. You'll see, it's almost entirely large companies that don't calculate any kind of ROI and thus are extremely insensitive to CPIs. Companies like Pepsi and Nike don't and can't calculate ROI, they just want to spend a certain number of billion dollars on ads, even if it's just to prevent competitors from having those ad slots.

Now businesses, that do depend on a positive ROI on ad spend, in order to compete and survive: they are F*ked, sadly.