To write an honest reply is tricky. Of course I hate ads, I used AdBlock, I don't see them, I don't click on them. But therefore I'm denying profit to the sites I visit. Though not illegal, it's a behavior akin to file sharing. Then again, I would never pay for webcontent. So I can imagine a deep conundrum for website designers re: surfers such as myself. So far, I think there will never be enough people with the tech savvy or who care enough to install Firefox and AdBlock. I mean, the ad model still works; look at Google. But there is a real possibility that the opposite will happen. What if we have something like the real estate bubble collapse or the dot-com bust in the works? If everyone suddenly blocks ads, Google will fall apart like a house of cards, the whole web model will go up in smoke, and it may quite seriously mean the end of the Internet as we know it... of course, the net will survive, but it will be a very different net. The net neutrality debate is interesting too. If neutrality falls through, the net will become stratified like Cable TV, with 1/100th the content, and pay-per-use. I personally think the net will survive as is for a long time, but who knows, the free all-you-can-eat model may be close to an end. Imagine all that; ads make everything possible online; it's a far bigger business that any of us truly realise. And the ramifications of looking at ads or not are serious. But at the end of the day, I can only ignore the whole thing. I'm not paid to keep the internet from collapsing.