Mike, cool article, WOM sounds like a worthy project. For sure we will literally Engineer ads out of the grand distributed ledger system, not only through things like WOM, but also through Eco-systems that reward user data according to community evaluations. In these, contributors are automatically rewarded for contributing things that folk like, and automatically penalised for things that folk don’t like. Unwanted adverts generate negative revenue for the contributor(s), whilst treasured items generate positive revenue for contributors. In such systems, unwanted ads will become history. VRENAR is such a system!