Huh, this is thought-provoking: I disagree vehemently!
The case I always have in mind is art, because I refuse to consider it peripheral to what technology is "for". A website has the ability to pursue Gesamtkunstwerk with gusto. Who is presenting the art? Who is the audience? Who do you really imagine as host and guest?
As someone who gets a big kick out of user styles and user scripts, I think a lot about how relative to an actual piece of art it'd be pretty horrifying to modify in the way I do. There were people on Tumblr back in the day who had scripts to replace cursing with cutesy Battlestar Galactica nonsense, such that when they reblogged something they'd be propagating a Bowdlerized version. I despised it. It's all quite contextual: if you create a linear text version of House of Leaves for shared study, that's possibly useful and good -- but if you create one because Isn't It Rude Of The Author To Inconvenience Me So I Have To Keep Rotating The Book To Read It, you're an asshole and you've completely missed the point. So we have to engage with these things in their context.
...and that includes their material context. Notice that the author is objecting in their parable to a form of advertising that isn't implied to track or target. Notice the scorn in "you gotta make a living somehow." Sometimes I think us techie types just don't live in the same world as other people -- how dare you get your filthy commerce all over my technology for refined association! You should be giving me whatever you are offering for free without any mechanisms to recoup your time spent. My attention is what's valuable, and you should be catering to me without recompense, and it is "rude and inconsiderate" of you to frame this interaction otherwise. This is all a social norm that can work if you are imagining an Internet used as an auxiliary tool by solely tenured academics or well-paid database admins or whatever, but that's a ridiculously exclusionary vision. Some people do gotta make a living. If I search for something I want to access for free, I need to modulate my expectations down from what I'd demand from something I pay for -- recipe blogs vs. cookbooks -- or I am the asshole.
I read a thread recently of people complaining about podcasts moving to a paywall, that it violated the "spirit" of the thing. Some spirit.