(Many/most) Publishers want to be able to monetize and create complicated sales funnels and all that sort of stuff. (Many/most) Web users just want to "read a goddam text document". This tension is unlikely to be resolved. Of course, some useful things on the web truly are 'apps'. Text isn't, and probably never will be.
For users, there are technical measures that are/could be implemented in the browser. White lists are inconvenient but their inconvenience is to be weighted against the scripting inconvenience. Also sandboxing.
With an easy and friendly interface, a growing number of people would turn to disable JS to browse all but their favourite sites. Attracting users (and thus making them white-list you) could be an incentive to develop accesible welcoming front pages.
That would press commercial sites more like apps and would des-incentivize personal or non-profit pages to be heavy.
So I believe there're ways to resolve tension, it depends on how inconvenient and unsafe web scripting becomes.