[jwl]

> If the ads were not intrusive and destructive, they wouldn't take the trouble to block them.

Maybe if it had been like that from the beginning, but now, I see no turning back.

Adblockers started as a thing for techies and while we may care about tracking, malware and whatnot, my grandma uses Adblock because she thinks it looks nicer and loads faster. Now that she has it, I don't think she or many other ordinary Internet users outside techies, would willingly go back to see ads on websites again, even if the websites promised that their ads are less intrusive than before. No ads at all is still better.

[13thLetter]

Agreed. Ad-blocking is a whole level above previous methods of skipping ads -- fast-forwarding during commercials, say -- because once you're blocking, it requires no effort to keep blocking and it does require effort to stop. People who block are advertising eyeballs that are pretty much gone permanently. Overcoming that inertia is a challenge I frankly wouldn't want to have on my plate.