I think it is not surprising. Adblocker can be a great source of revenue if managed correctly - ad companies will pay to be allowed to show unobstructive and less intrusive ads.
We had less intrusive ads. Google AdSense was originally text-only and small-sized ads. What happened? It became far too lucrative to switch to the annoying ads by taking advantage of their trusting user base. Ad companies have only one service: make money. They will all do the same thing when able to.