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Hard to say.
Back when dialers (which absolutely DWARFED hidden x-sales in fucking people over) were everywhere...people were still spending tons of money on porn.
It was only in 2008 to 2011 that the shit hit the fan. And that was long after dialers were made illegal and x-sells were fading away and are pretty much gone now.
No...something else happened. Something that had never happened on that level before...Can't quite put my finger on what it is...think I'll go over to Pornhub and jerk off while I try to remember what it is that REALLY killed this business...
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