Anyone who understands the economics of the marketplace.
certainly only for advertisers and not for google, who just like the publisher base are part of the affected affiliate group. why should google take over the whole marketing risk for free?
If it is what keeps their business healthy, they will.
you still don't get it. there is more than one player in the game: google, advertisers, publishers, users. equally important.
I have nothing against publishers. It is just an aspect of this particular situation that publishers do not have as much control over this market as you seem to think. Anyone who disagrees with me could prove me wrong, however -- leave AdSense and convince every other publisher to do so. (Funny how I have heard almost no indication of anyone doing that.)