The challenge for advertisers is not being paid, but making sure that their advertising messages are inextricable from the content. Value is in activity. A total synthesis of all human knowledge will not result in fantastic amounts of data, or in huge libraries filled with books. Information is process. There's no value any more in amount, in quantity, in explanation.
Value is in activity.
Content is no longer a noun. Content is context. Content is activity. Content is relationship, community. Content is not text or pictures as distinct from the interactive components that provide access to them.