Then they will run into the same fundamental problem everyone else who has tried this did: the current Bitcoin implementation cannot handle the transaction volumes required to make this viable. This is the elephant in the room with decentralized currencies, and nobody's come up with a good solution yet.

Advertising rates for content will eventually stabilize. If the ad rates for content don't make it worth producing, people would stop producing it. Consumer content microtransactions simply aren't going to happen at any scale: it doesn't matter how low the cost is, any time you attach a marginal cost to an activity, you make them aware of the value proposition and the fact that there's a transaction happening. Mere awareness of a transaction is too much friction when you're talking about fractions of a cent. Counting half-pennies is just not worth my time (ironically, half a penny is in the same ballpark of current advertising rates).