Ads are a race to the bottom though. The Deck recognized that exclusivity is the only way to create an oasis, and I'd rather have that oasis than have nothing at all.
To effect wider change what's necessary is for users to start to value content and be willing to pay for it. If the major pubs could make money from the readers than they would be inclined to improve their experience. However, mass-market readers have never really been willing to pay the full cost of quality content, so don't hold your breath.
And there's not much stopping others creating their own versions of The Deck, especially around niche areas. I'm surprised more people haven't done this, or even created some sort of simple and reliable engine that allowed people to do it easily.
To effect wider change what's necessary is for users to start to value content and be willing to pay for it. If the major pubs could make money from the readers than they would be inclined to improve their experience. However, mass-market readers have never really been willing to pay the full cost of quality content, so don't hold your breath.