this is a title
"What about sites that post lots of photos on their pages or use complex services that take longer to load? What about all the sites that use advertisement[s]?"
"Adding a performance requirement to the web as we know it stands it on its head."
... yeah... if by "requirement" you mean "vague incentive" and if by "the web" you mean "one single website" and if by "stands it on its head" you mean "does practically nothing" then you're not far off the mark.