> The problem companies have is that "doesn't suck" generally means "it's free with no ads".

I feel like way too many people forget that there was a great middle ground for the longest time, in the form of Google AdWords. Text only, no animations, flash, iframes serving malware, or any of the other bullshit that had already taken over banner ad networks like Doubleclick at the time. I recall at the time one of the early adblock plugins even had the ability to allowlist AdWords while still blocking the shitware providers with the intent of encouraging the use of "good" ad networks instead of the bad ones.

It's a perfectly sustainable business model, it just requires people who actually care about not being annoying more than they care about maximizing profits, and at some point Google lost those people.

That's pretty much the general problem with our society as a whole, when given the choice between "profitable and sustainable" or "profitable and high quality" versus "more profitable now but will cause problems in a few years" the incentives of capitalism are all in favor of getting all the profits now and getting out before the consequences catch up.