People take the ad supported internet for granted, and genuinely believe that if we could just put companies in their place, we could have an ad-free internet that is totally free to use.

We can have that. It would be significantly less toxic too. Meta, X and similar would die.

There would be less monopolies and software industry would consist of smaller competing companies trying to please customers.

ok sounds great. let's hear about this place we have to put all the companies in to make 100% free commerce a reality for everyone.

the real issue, imo, is that we would have to get 90% of consumers to stop relying on advertising to make their purchasing decisions.