As ad blocking continues to rise, many are looking to micropayment models as a potential solution. But The Economist’s deputy editor Tom Standage says there’s little chance of micropayments solving the ad blocking problems, because consumers don’t like micropayments: “They dislike the cognitive load of having to decide whether to click and pay, and they dislike being nickel-and-dimed. Whenever people start to talk about micropayments again (as they do every few years) I tell people to go and read this essay [written by Clay Shirky in 2000], and ask whether the new thing being talked about — iTunes, Blendle, Bitcoin — addresses the fundamental problem.”
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