I think it would be a huge mistake letting authors keep 100% of the ad money. I think at least 50% should go towards boosting the Steem price, and increasing upvote power and the rewards pool.
I like to see the community retain a lot of influence, and not give too much power to advertisers to buy out certain people.
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If there was movement towards an advertising model, definitely would be best to have a split between what goes to the author and what is retained for the platform.
I don't trust the whales here. Who's going to design the system? I'm worried the elite will rig the advertising so their the only ones getting paid, while the minnows get compliantly ignored by advertisers.
The Steem platform needs less income inequality, and more disposable income at the grassroots. Minnows must be directly supported by advertising.
I agree; now, I'm fine with a reward inequality. There are people that put money, time and energy to build what they have.
It does get disconcerting to realize that best case most people will have a vote that is worth 2cents or less, while others have a 20% vote worth 50cents. When you see that bots are the primary source of income...
That's also why I am hesitant about an advertising model, ads get paid typically on views and clicks, when my average post might get 5-10 readers, that's not going to add much, but someone who can pay a bot to make it appear as though there are thousands more views, they will get the benefit of a larger chunk of ad revenue... it won't help in the way that is stated as intent.