It's win-win only if the buyer actually gets value from the product or service. The relationship of advertising, though, is not participatory. The 'Net, and the Web in particular, are interactive in nature. Sites that do not allow this kind of interactivity, in which the audience shapes the message, will be short-lived, because they contradict the nature of the medium. Kinda like having an audio signal on a billboard near a freeway.
Advertising is also about appealing to senses and emotions rather than intellect.
The 'Net is based on substance, content and context. Take a look at Volvo's homepage for a good example of the problem. Your ability to interact with Volvo is limited. If I can't find a car that meets my needs, I am not given a link to another carmaker's homepage. People get on the 'Net, and the Web, in search of information.