This is a good thread with lots of thoughtful responses to a very important question. I believe the new model of advertising that google has pioneered will be around for as long as the internet remains popular because it is an almost perfect targeted advertising that delivers customers in a way that other mediums can only dream about. Print and TV advertising equates to firing a shotgun into a crowd to kill a criminal -- Adsense is like picking off the right person with a rifle. Terrible analogy, I know, but that really sums Adsense up.