Ev Williams:

The problem with time, though, is it’s not actually measuring value. It’s measuring cost as a proxy for value.

Advertisers don’t really want your time – they want to make an impression on your mind, consciously or subconsciously (and, ultimately, your money).

As the writer of this piece, I don’t really want your time – I want to make an impression on how you think. If my rhetorical skills let me do that in less time (for me and you), all the better.

Great piece. This part sounds a lot like actionable vs. vanity metrics too.