I see your argument but I think who's fault it is in the situation is more complicated than that. Yes if the content creators were just doing this for money, they should try and curate and audience that brands want to pay for.
On the flip side, these brands didn't have to jump into Internet advertising. They could have stayed focused on the nice reliable TV show advertising. They want to hit more eyeballs though and the unreliable Internet content is proving more popular with consumers who are the real product when it comes to advertising.
I figure there's going to be some back and forth between content creators and brands looking to advertise until a new equilibrium is reached and all shows fall in line to the new set of norms. After that, of course, a new format will likely arise and consumers will jump ship to the new format after finding the Internets norms too boring
On the flip side, these brands didn't have to jump into Internet advertising. They could have stayed focused on the nice reliable TV show advertising. They want to hit more eyeballs though and the unreliable Internet content is proving more popular with consumers who are the real product when it comes to advertising.
I figure there's going to be some back and forth between content creators and brands looking to advertise until a new equilibrium is reached and all shows fall in line to the new set of norms. After that, of course, a new format will likely arise and consumers will jump ship to the new format after finding the Internets norms too boring