Coming from the perspective of creating and selling a PC game, do you really think you can be successful by posting it up on your website with a Stripe checkout button? (Actually you shouldn't even be using Stripe, but I digress). If you do, you're fooling yourself.
I think the same could be extended to a number of industries, e.g crafts that are sold on Pinterest/Etsy. To get back to where we were will require a complete overhaul of the entire system. Until then, we are beholden to our advertising masters.
I actually don't think it's all bad, though. 15 years ago, you didn't have nearly the options available to you to make money that you do now.