You could say that about both Pandora (radio is expected to have ads) and Mozilla's general Internet sampling frame (the Internet is expected to have ads), but they still find a large average harm.
My site is focused on shopping and dining out therefore I don’t think the conclusions in those papers apply in my case. The audio interruptions noted in the Pandora test are far more intrusive than in-page display ads. If I used interstitials then I would agree.