Friday, May 15, 2009

 

Unethical? Really?


In Slate, Farhad Manjoo has what is, overall, a boring article about some new version of the AdBlock software. However, he has a statement near the beginning that (A) I find highly interesting and (B) helps explain why I'm not interested in the rest of the article. After glossing the obvious appeal of ad-blocking, he writes:
I've heard many convoluted justifications for ad blocking—"it's my browser and my computer, so I can choose what I want to download"but it's hard to make an honest claim that these programs are ethical. The Web is governed by an unwritten contract: You get nearly everything for free in exchange for the hassle of a few ads hovering on the periphery—and occasionally across the whole screen for a few seconds. Advertising probably supports a huge swath of the sites you regularly visit. It's obvious how rampant ad blocking hurts the Web: If every passenger siphons off a bit of fuel from the tank before the plane takes off, it's going to crash.
Um, really? I'll be honest: I don't buy Manjoo's argument at all. I disagree with it almost point by point.
  • "I've heard many convoluted justifications for ad blocking." The argument presented immediately following is (A) not at all convoluted and (B) a straw man anyway. Amazingly, it's a straw man that the author manages not to refute. When you set up a fall guy, and the fall guy comes across better than you do, you might want to rethink your tack.
  • "It's hard to make an honest claim that these programs are ethical." Really? I have a simple one: no one would make the argument that people watching network television be forced to watch the commercials, right? Do you think it's unethical for someone to get up and go to the bathroom or get a drink during a commercial break? Is that not, in fact, what most people assume they're for? It's the business model that's broken, not people's ethics.
  • "The Web is governed by an unwritten contract: You get nearly everything for free in exchange for the hassle of a few ads." This is totally fabricated. I never agreed to any such thing, nor did the vast majority of users. I can make at least as sound a claim that the "unwritten contract" is something like this: "It's the responsibility of sites, not of users, to make money for sites." Given that I work for a highly profitable business that's primarily Internet based, I think I can say that, in general, Internet advertising is a boondoggle. TV advertising is too, but everyone gets to play pretend there because the numbers aren't as easy to see.
  • "and occasionally across the whole screen for a few seconds." So a site blocking its own content with an ad is a good idea, but me blocking the ad is unethical? Got it!
  • "Advertising probably supports a huge swath of the sites you regularly visit." That's not my fucking problem, is it? Don't cry foul on me just because you don't have a business model that works. This is like blaming me for the decline of the daily newspaper because I don't answer the door when those sales kids knock.
  • "If every passenger siphons off a bit of fuel from the tank before the plane takes off, it's going to crash." What a hyperbolic load of horseshit. If airlines tried to make money by getting everyone on free flights and then asking that they watch ads, they'd be even more broke than they already are. And if airlines tried to make money by getting everyone on free flights at 40,000 feet and then saying "Oh, by the way, you all need to pay us, or the plane won't have enough fuel," they would be (A) still broke and (B) un-motherfucking-ethical. Let me make it perfectly clear: no one is siphoning fuel off the plane. The plane was not fueled in the first place. Fueling the plane is the airline's job, not mine.
This article just made me angry. I hate scolds, but if it's going to happen, at least make it about something you can do a good job of justifying. The hilarious thing is the people in the comment section at Slate who are shouting down legitimate points by calling dissenters "freeloaders," as if the mere act of not blocking ads makes them philanthropists rather than slacktivists. Sorry, people, but if you put content out there with no real idea of how to make money off it, it's not at all unethical for me to ignore your shitty, shitty advertising.

The biggest irony here? I don't actually ad block.
Comments:
This is great!
 
Yes, a good rebuttal.

I don't really get the "for free" part of his argument--while most of us do not pay per web content hit, almost all of us pay something to use the internet. We pay a service provider, we buy hardware and software to make it easier, faster, and safer to browse the internet, we pay to create our own web content by buying a domain, a blog, website space, and we pay for some web content, if it has enough value to us.

Now it's true that Pepto Bismol doesn't necessarily get a piece of any of that action, but I'm not sure that validates the argument that I ought to be forced to endure a full-page, sickly pink ad because PB happened to think it was going to be financially sound to support X website by buying ad-space.
 
A sound rebuttal on many fronts. How would you field this question: Shouldn't any content owner have the right to specify some conditions under which you view their content? To use your TV example: Networks have advertising (which you can ignore), basic cable has an access fee and advertising (which we are free to ignore), premium cable has a higher access fee.

And while I empathize, of course, there's a weakness in Doe's argument that "most of us pay...." - it's true, of course, but it's like expecting the concert owner to subsidize your gas and tolls when you buy a ticket. Though I think Doe is agreeing with that point in the middle there.

I agree with your take on the "unwritten rule", but I don't think it's quite so straighforward in its execution. Aren't we as free to ignore the full-page ad as we are the TV commercial? With TV commercials, we don't call the station and tell them to cut it out, do we?

Thanks for your thoughtful insights on this issue.
 
Hi David:

A "content owner" has the right to request certain terms, but if they're giving me the content up front, I have the right to decline without being harangued. If a street performer plays me a song, I don't have to put money in his case (though frankly I'd much rather do that than help sites out with advertisers). Tivo isn't unethical anymore than AdBlock is. They just highlight the problems with the system.

HBO provides a different business model: "If you pay us X, we will provide Y." Simple, cut and dry. If you steal HBO without paying, it's unethical. There is no such implicit or explicit contract for a free service provider. If the site says "Please watch this before reading the site" (e.g. Salon), then fine. Most sites, of course, don't.

For what it's worth, I agree with you re:Doe's argument. That's payment for two different things. However, maybe high-traffic sites should look into getting some money from big ISPs.
 
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