[DanielleMolloy]

Mh, indeed curious somehow. Their list of countermeasures: http://humanetech.com/take-control/

While it mentions uBlock in their list of recommended apps, it does not seem to give ad-blocking much importance with a dedicated description. At least in this list it seems less important than, e.g. "go grayscale". The countermeasures subpage does not even mention ads.