[BrandonM]

You're right. I mostly was intrigued by his stance regarding business models. Consumers often find ways of using products in an unintended manner, and if your business model does not recognize and account for that, you are likely missing out on a valuable resource. Consumers blocking ads is just another example of an unexpected usage of a product, and if you are not prepared for that, you are trying to ignore the nature of smart web users who just want to get at the information or service without all the distractions. There must be some other way to cater to these individuals without the use of ads, while still managing to get some benefit from their traffic.

One example, which requires no work on the part of the site owner, is realizing that the fraction of people who are blocking ads probably has a large overlap with the fraction of people who use Digg, Reddit, del.icio.us, and other social news/bookmarking sites. So on one hand, ad-blocking individuals are detracting slightly from the revenue stream, while on the other hand, they may be doing valuable work to promote your site to others.