I remember going into a TV rental shop back in what must have been the late 70s and playing a moonlanding game (all text choices, a kind of 'choose your own adventure').

The pages had the cost at the top right if I remember correctly and every choice cost 1p. Great fun, and I can see why BT would have gone for monetising hyperlinks for sure, if they could.

They did so many innovative things. I hope they still do, to be honest, there's no substitute for playing around and coming up with new things without a definite aim. If anything, we could do with more research all round.