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I haven’t yet read the article, but it may well be a comparison for which Linux, FreeBSD, Solaris can be united under the Unix umbrella as systems with monolithic kernels and similar conventions. Of course FreeBSD is much cooler than Linux and Solaris is much cooler than FreeBSD, but we get what we get.
Nothing worth feeling bad for will collapse.
People are not willing to get ads into every orifice, just nobody’s asking them. Ad blockers are reactive.
Bigger businesses will feel more pain, I can promise you that. Smaller businesses do not benefit from this ecosystem, quite the opposite - it heats up those who pay more for advertising, or those who are partners with those doing advertising.
As of payments again - when you are getting ads into your face with a message that you can pay to use something without them, you naturally feel against it.