That's actually a mentality that was "bolted on" by the advertising industry after the fact, once they realized how utterly wrong they were about their assertion that "The Internet is just a passing fad. Nobody will ever want to advertise on the Internet." (That's an almost exact quote from a lot of advertising folks I talked to back in the early days of the Internet, when websites were just starting to get popular.) Prior to their involvement in the Internet, it was purely just a network of networks, not a giant global advertising platform. They "jumped on the bandwagon" and corrupted it to their needs, and everyone else's wants and needs be damned, and then they convinced everyone "It's always been that way".

There is no such agreement, only a one-sided demand. Don't be so surprised if more and more of those on the other side respond with "LOL. LMAO, even."