Information consumers end up with less relevant or valuable resources. Producers of relevant resources receive less cash as a reward (lower clickthrough rate) while producers of junk receive more cash. One way to describe this is pollution. Virtual junk pollutes the Web environment by adding noise. Everybody but the polluters pays a price for Web pollution: search engines work less well, users waste precious time and attention on junk sites, and honest publishers lose income. The polluter spoils the Web environment for everybody else.