"And you won't get the content that a fraction of that $27bn would have financed. Win!...?"
I take it you're from either the publishing or advertising industry so answer this. Can you guarantee - to the extent that you're prepared to accept complete liability, that your system won't ever push malware? Until you can, don't bother coming here and whining about lost revenue or content; go away and sort yourselves out. Then come back and maybe we'll listen to your problems. Even so, I won't guarantee that being pestered won't lose your advertisers any business they might have had from me.