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and doesn't enjoy controversy

So he went all in on something that was already hugely controversial (for weeks regarding iOS, and for years on other platforms). That adblockers would be controversial was blatantly obvious to any of this Earth, and should not be a surprise to anyone.

The world didn't need Marco to get in the ad blocking business. Yet he did in a big way, with a big partnership, and put a big amount of his namespace and reputation behind it.

People infer motives because the notion that this all came as some big surprise rings hollow.