Comment by foobarian

Even worse, besides spam domains there are countless legit enterprises that like to be at the top of results that create bad incentives.

Imagine the community manages to set up a walled off non-commercial web that gains enough popularity to be interesting to advertisers. Who would be in charge of such a thing? And what would they do when Coca Cola showed up at the front door with ten million dollars in a briefcase? Federated would not be much better, they just need to pay the most influential nodes.