The ad industry is going through a premium content debate it hasn't experienced since the rise of pay TV services like HBO and Showtime, but this time it isn't whether, when and how much premium TV channels might charge for advertising (they still don't), but whether, when and how much premium online content outlets like Netflix will. While Netflix still doesn't, and may never offer advertising, it's position has created greater demand -- and "scarcity" -- for other premium online video suppliers who do, especially Hulu.