From the Internet of Trolls to the Internet of Tolls: Has the Publishing Apocalypse Finally Arrived?

As we transition from the social media age (the internet of trolls) to the AI epoch (the internet of tolls), has the publishing apocalypse finally arrived? That’s the question Keith Teare and I discuss in our That Was the Week summary of tech news. Two major court cases this week—Getty Images vs. Stability AI and the Anthropic lawsuit—have fundamentally shifted the legal landscape around AI and copyright. The courts ruled that AI systems can legally "learn" from published content without copying it, essentially giving artificial intelligence a free pass to consume human creativity at scale. Meanwhile, publishers are scrambling to find new business models as search traffic evaporates and AI “answers” replace traditional web browsing. From CloudFlare's proposed toll system to the rise of AI browsers like DIA, Keith and I explore how traditional link economics are being completely reimagined—and whether human creators can survive the transformation. Dead Links Walking everyone. It’s going to be a bloody entertaining spectacle.

* AI Won the Legal Battle: Two major court cases (Getty Images vs. Stability AI and the Anthropic lawsuit) ruled that AI systems can legally "learn" from copyrighted content without permission, as long as they're not directly copying it. This distinction between learning and copying has massive implications for content creators.

* The Search-to-AI Shift is Killing Publisher Revenue: As consumers increasingly use AI instead of search engines, publishers are losing the traffic that drives their advertising-based business models. Google's own CEO admits about two-thirds of their revenue still comes from search ads—a model that's under threat.

* The "Internet of Tolls" is Coming: Publishers will be forced to return to pre-internet subscription models, putting content behind paywalls. CloudFlare is even developing technology to charge AI systems for accessing content at the network level, creating micro-transactions for publishers.

* Links Are the New Currency: The future monetization model for publishers may depend on getting AI systems to surface and properly compensate for links to original content, rather than just providing direct answers.

* We're Still Waiting for Native AI Products: Despite all the hype, we haven't yet seen the "Netscape moment" for AI—a truly native, intuitive product that isn't just AI bolted onto existing technology. The real transformation is still coming.

“The tollbooths are rising”, Keith ends his That Was The Week editorial, “the road ahead is ours to choose”. I think he’s wrong. Yes, he’s right, of course, that the AI revolution is inaugurating a new toll economy of walled garden AI leviathans. But the future isn’t ours to choose. We - and I mean the broad content industry from individual producers to larger publishers - are spectators to this epochal change. Agency no longer exists. We don’t shape the future; it shapes us. Maybe that was always the case. But in the age of trillion dollar AI start-ups, we don’t matter. As I said earlier, it’s going to be a bloody entertaining spectacle.

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