I'm a bit surprised about how well you take it Tedster. To many kind of business before internet they could work wihtout advertising or even be in internet and search engines. Today they simply can't. Over 90% of costumers in certain business area (will not mention it to avoid admin edition) comes from the web. Paying the way you are forced now for Ads, for each click now is a problem for many kind of small business, not only for virtual business.
I'm not saying we could expect to get something giving nothing back. Just saying the monopoly of clicks is fierce. Sadly in some countries There's no life beyond Google, all the rest just doesn't matter, no one can point to 5% of traffic.
So you have a business capable of paying high sums of money in clicks or you are history. That's not something I can personally take as naturally as you do.