It always amazes me how readily people defend ads on moral and ethical grounds, without ever considering the moral and ethical aspects of dictating how people should consume content. It's always a useful exercise to try to imagine this same business model and same practices on another medium. Every time I do, it freaks me out. Here's what it looks like:

I enjoy reading sci-fi and fantasy, but it's getting harder and harder to pick the next thing to read, because I'm getting pickier with age. It would be great if I could find a source of information about new sci-fi and fantasy books, so that I didn't have to pick my books blindly and get disappointed so often.

Fortunately, I've discovered a printed magazine being sold at a store a few blocks away from my home. The greatest thing about it is that it's free of charge! I don't have to pay for the magazine, I just have to go to the store and pick up the copy.

However, it's peppered with ads. Some are annoying because they're placed in such a way that I don't realize they're ads. Instead, I think I'm reading a book review and I don't realize my mistake until I'm almost a full paragraph into the ad. Others are clearly ads, but they're a whopping four pages and they interrupt my reading flow because I have to skip them. Others are just half a page in size, but the paper for those pages is much, much thicker than normal, which makes turning pages awkward and cumulatively adds to the weight of the magazine -- so much so that some issues weigh close to an old-school telephone book!

But hell, it's still a good source of information, so I use it and grumble, until one day one of the other readers gets so fed up, that they lock themselves in their home for a couple of months and invent a machine that can examine the magazine, cut out all the ads from it and assemble what remains into a smaller, nicer-looking magazine. So now I can go to the store, grab a new issue of the magazine, come home, feed the magazine into the ad-cutter and then enjoy reading all the information I wanted without any ad-related annoyance.

This works fine for all readers, but not so much for the ads industry. Naturally, something's got to give, so new technologies emerge. The ads industry designs new ads for the magazine to print and these ads have tiny cameras that observe what the reader is doing and tiny wireless components that report what the cameras observed. That way the magazine publisher and the ads industry can know whether I'm actually reading the ads or not. Not only that, they can also know which ads I look at longer, which ones I skip faster, which ones I come back to look at later and they can even know other things about what I do at home, including what other magazines I like to read.

Of course, I don't like that at all. It's my home, you know? Maybe during the summer I like to get up and walk to my coffee-maker clad only in an old T-shirt I slept in -- family jewels hanging freely -- and read the new issue of the magazine while sipping my morning coffee, before getting dressed. Only now I feel uncomfortable because there's a fucking camera catching glimpses of my danglies and sending them to some ad executive up there. Or maybe I'm not that gross, but I still object to intrusive shit being forced on me.

And then it gets worse: the magazine publisher starts complaining if I use my ad-cutting machine. They don't stop me from reading their magazine -- still free, mind you! -- but they send me passive-aggressive letters whenever I put an issue through the ad-cutter: "Ads pay our printing costs and allow us to pay our authors and editors. We're not charging you for any of this. Won't you reconsider reading our ads?"

Since I'm not the only reader and this magazine isn't the only one to use the ads to sustain themselves, things get complicated. Huge discussions erupt about ad-cutting: readers just want to read their stuff without annoyances and creepy surveillance, writers and editors just want to produce content and get paid for doing the stuff they love, publishers just want to retain their readership and keep making money from putting content in their hands, and the ads industry just wants its profits and the rest of us can get fucked, thank you very much.

It's clear that there's a problem with ads, though, so different magazines try different solutions. Some band together and spin off ad companies that promises to serve only "nice ads" that aren't annoying or intrusive. Others say "Fuck it, this didn't work, we're charging you from now on." Others get rid of ads and try subsisting on donations and patronage. Some others get rid of ads by forming a group that charges you a monthly submission and distributes that money based on what magazines you get more frequently from the stores. Still others decide to offer premium content that you have to pay for and don't care whether you cut their ads as much. Some even decide to give you a choice by offering a free ad-ridden edition and a paid ad-free edition for each issue. Not to mention those who go the other way and work as hard as they can on injecting their ads into content in such a way that your ad-cutter can't get rid of them easily.

How does the story end? I don't know, we're all still trapped in it. But it still boggles my mind whenever someone tells me that I have a moral and ethical obligation to leave the ads intact in the magazine that's in my hands, in my home, just because I got it for free and the publisher expects me to use it in a certain way. To me, it's not me who's at fault for "stealing content" and "getting something for nothing"; it's the publisher and the ads industry who are overstepping their boundaries and crossing several lines, just because they don't want to change their business model. Every time someone berates me for cutting ads from my magazines and telling me I can't eat my cake and have it too, I can't help but wonder why they don't think of the publishing industry and the ads industry in same terms.