> I don't know about you, but I find that abhorrent from the perspective of site owners.
No, I find it amazing and I can probably write an essay about it.
The "ad-supported" economy is directly responsible for a lot of content, but the majority of it is not just bad, it is also actually damaging to society. Think of all the sites that "make a living" on clickbait, content farming, fake news, SEO manipulation and outright fraud. Also, think of all the big ad tech companies that have no incentive in ensuring any kind of quality on its users and just focusing on metrics like "engagement".
It is not too much of a stretch to think of how the "ad supported" content economy is correlated with the increased polarization of people, the growing tribal divide and the isolation of individuals. I honestly think that we should be treating the majority of "ad supported" websites as heavy polluters of our minds and our societies.
"Ad-supported" sites have nothing to gain by working on quality content and can put all their efforts optimizing for controversy, shock value and eyeballs. When everything became "free", we lost our ability to vote with our wallet and lose any power in steering the market to produce the things that we value.
Given that we can not simply ban "free" sites, the next best thing is to find an alternative way to finance content creators, but where the users can have a say in how the resources are allocated. The Brave model does exactly that. Content creators still have a way to make money from their work, but it is not just enough to plaster ads on our faces and collect a check from Google. They will have to compete for quality. They will have to be able to demonstrate that their work is not just worth of the people's time (for those that want to put up with ads), they will have to produce something of value to us.
> If it became dominant, you'd just be creating a new monopoly.
No, not at all.
There is ABSOLUTELY NOTHING stopping Mozilla to create a similar ad network and to follow a similar model. In fact, they can even also base it on BAT and leverage all the work that Brave already did and avoid all the pitfalls that Brave had along the way when they were developing the system. Brave buys the token in the open market, Mozilla could do the same. They could use the same partner exchanges. They could probably even use the same codebase on the client side.
Honestly, if Mozilla did just that on Firefox, I'd switch back to it immediately. Like you, I also wish that Firefox continued to be a strong alternative to keep Google in check. But after the many years of poor management, blatant cash grabs and all the marketing spending that makes them more focused on "looking good" than "doing good", I've given up. I don't want wishy-washy feelings, I want to destroy Surveillance Capitalism.
Mozilla/Firefox are not working on anything to do that. Brave is.