[notdanariely]

I don't say this to criticize anything you said, but to offer the perspective of a company.

If they produce content for the sake of conversions, does it really matter to them if you hit back as soon as you see the popup? You've self-selected to indicate you aren't interested in doing business with them based on their popup practices.

From their perspective, this could be a bonus. Not that server resources are that scarce, but sales resources can be. Now they don't have to have someone call you, don't have you in their denominator lowering their conversion-to-sales rate, etc.

Perhaps it's just a way for both reader and publisher to see if they're a match.

[cgarvey]

I think one failure point of this thought process is that popup practices don't relate to the content or why the User clicked on the article to begin with. Popups that cover/interrupt the content aren't necessary and shouldn't be a "match" indicator for your company. Unless you're in the business of selling "annoying" products and you need people who are tolerant of that or enjoy being annoyed.

[notdanariely]

An interesting addition, thank you!

After considering your comment, I still think my original point stands. Instead of thinking about the product being sold, think of it like qualifying a lead based on their receptiveness to your advertising.

It would need to be tested whether that would be more highly correlated with conversions / profits, but I'd probably consider someone who is receptive to my advertising as a higher priority lead than someone who is interested primarily in my content.