It's hard to know what the Web, social media, and tech generally might look like if the spyvertising money-spigot gets shut off. Paid and fully-free-and-open alternatives to spying-paid "free" services & content are nearly impossible in the former case, and discouraging to participate or work on in the latter, in the current environment. There may be other models, too, that are in some sense better or preferable, or at least acceptable or sufficient, but currently not viable.