>> reporter: could be, but this may not be the road that we're really going down at this point. you know, we turn to cnn.com unscientific straw poll that was done actually in 2009. it really shows that web users are really skeptical about paying for content. now, don't tell this to rupert murdoch who just launched the daily on the ipad last week. he, of course, charges access to "wall street journal" and "financial times," but the fact of the matter is it doesn't go for every publication out there. you can't necessarily put the toothpaste back into the tube. critics say to pay for content, that kind of business model, is really hard to get used to, for many of us, right, brooke? >> absolutely, absolutely. hard to go -- when you're used to having something be free, being charged for it but at the same time you can understand why they want their money. people aren't buying newspapers like they used to. >> reporter: that's what advertisers are for. >> did you see the super cute kid, so adorable, the super bowl car ad, and it's already had,