If it's free, it must be good

I like Roger Ebert's essay on the declining demand for film critics and the various depredations of celebrity culture. But there's something very wrong with an essay which is in large part trying to address the fact that fewer newspapers choose to employ film critics and doesn't even mention competition from high quality free reviews available on internet, and for that the review aggregators metacritic and rotten tomatoes (or the largely forogtten mrqe). It used to be the case that someone looking for film criticism could read it if it was in their local paper, and otherwise couldn't. The facts have now changed completely, and moved in a very different direction.