You are correct, although I see something more like BRAVE’s Basic Attention Tokens rather than Google as the model to follow here. Tone is important as well. The incumbent players in this space are catering to an audience used to divulging personal info for free; to receive free services. Something like BAT upends this model and it’s success or failure will be illustrative here.
First principles must be closely examined as well. A userbase that is expecting free things, may not be able to accept the value proposition of self ownership of personal data. This is where Gamification of the UI of FOAM for dPOL can assist with teaching an empowerment message.
While advertising is a huge market, it can cheapen the value of the individual. Especially if this becomes the sole focus. Youtube did not start as a Google company, they were acquired, and thus the inherent functionality built into their DNA was championing the Creator. With the Google ownership, we have seen a strong push to monetizing the channels, and content. This is now causing a slow pivot in the online video industry as Youtube begins ejecting content that is not ‘Brand Safe’.
Activists strongly countered the profit motive in the internet business that was unfolding back in March of 1999:
These markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking. - Cluetrain Manifesto
- These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge.
Pursuing Advertising as a key feature of FOAM as an ecosystem will fail. The successful use of advertising for FOAM will be closer to Craigslist than brands such as these:
- Dolce & Gabbana
It is the person to person component that will succeed, going back to Cluetrain:
- Markets are conversations.
- Markets consist of human beings, not demographic sectors.
- Conversations among human beings sound human. They are conducted in a human voice.
Building an ecosystem that supports the connection of individuals to one another will succeed. Trying to copy the business model of one of the largest companies in the world will fail as FOAM does not have those deep pockets.