about the not-hyper aspect: aren't you assuming some technical factors? for instance, if you assume a central mechanism capable of conducting a realtime ad auction, then yes, going hyperscale is resource-consuming.

without assuming such centralization, we end up with more distributed, even async networks. I'm not sure such a network would even need to be mainly supported by permanent hosts (like mastodon is). It could use more torrent-like ad-hoc mechanisms.