I was intrigued by this old essay that framed ads as cancer.

A provocative but generative frame.

Ads, it posits, are a runaway steamroller that feeds on the host but will eventually kill it.

Goodhart's law: the swarm will inescapably cheat and kill the collective.

The swarm and the collective must be kept in harmonious balance.

If you allow the swarm to swarm unimpeded it devours the soul of the system.