RSS and Advertising

In the article RSS Feeds Can Build Web Traffic, but Fence sitters Note Problem it seems many online services are hesitiant to adopt RSS because of two reason. One, it will take away advertising from their front-end homepages and second it will take away potential subscribers. I agree with these online services because if I could get updated news right when I get on the internet then that decreases the time I have to go to each site and look for the articles that interest me. It is a matter of time for me and I assume many college students. If Rss feeds could send updates directly to us we could control to some degree what we wanted to view. For online services this doesn't help because why pay for something when you could get it for free. RSS seems like a benefit to consumers, but maybe not to online services. I guess I need to know more about the strucutre of RSS. I have many of the same questions as jrtrana in regards to RSS.