i dont think traditional media advertisers have applied these principles to web ads; thus my conclusion that display doesnt work. New products - maybe even some that I mentioned - will work better
I mixed those concepts up purposely in order to make the larger point which is that we may be on the cusp of native monetization schemes - ones that are consistent with how users use web services
I see your point but I don't believe that generally web display works because it interupts a user's activity. But I agree, maybe it is not all either/or