Content farms aren't new - but now they are cheaper and better. I'd think that SEO would have already made a market beneficial to "qualified" content sources - like traditional or branded media. So, a site like vox.com, which has relative to GPT chum, high quality content, asks for donations, but is nominally free. I assume they make money from ads. If a qualified publisher doen't make enough money on ads and donations/subscriptions to cover their editorial costs, and if they do generate enough ad revenue for Google, is there an incentive for Google to help fund the publisher? Is there a case where Google pays for high trust content against which to serve higher margin ads? I clearly don't know how this business works...