Over at Permanent.org we're thinking a lot about what types of infrastructure we need beyond COIL. There are services that don't match up well with COIL. Of all the revenue models for delivering content and services on the web, COIL focuses on a specific slice. It is quite good at replacing pages with ads on them. It is less good at fee-for-service.
In my research through prior efforts to meet those other usage scenarios, I came across some old and informative and inspiring patents that proposes processes for setting prices on content, paying for them, and splitting that payment among several parties. Those patents are the result of a lot of research and is a good starting point for thinking about content providers who will not be satisfied taking whatever unpredictable amount COIL sends them.
COIL does one thing well. If that one thing isn't you're thing, drop me a line. Maybe we can work together to fill that gap in the ecosystem infrastructure!