That's not what OP said.
Sites displayed ads. Then they decided, or found, that ads didn't bring in enough revenue, so they added paywalls.
Paywalls are annoying, they don't scale, and they break the promise of an open web. All that is sad.
Alternatively, how would you suggest content that takes time and effort to make be funded?
I get that it's sad, but I'd gladly pay a monthly sub to use a not enshitified internet, rather than the cluster fuck of ads and data stealing that exists in the modern web. Spending time on the 90s and early 2000s internet and comparing it to this dumpster fire makes me so darn sad.
>they don't scale
Hard disagree. There are many more websites with paywalls that still exist today vs the ones that relied on ads or donations to survive.
>they break the promise of an open web
The open web was never a thing because it has always cost $$ to even connect to the web.
People still have to be paid. or they won't be paid and you just get different flavors of slop.
The web is still open, anyone can post anything they want and anyone can see it (in the US, at least).
An open web, to me, does not imply access to all websites.