I think the war analogy is right, but it's a one-sided war where the only people losing money in the ad game are the consumers. It takes a significant amount of

I think the war analogy is right, but it's a one-sided war where the only people losing money in the ad game are the consumers. It takes a significant amount of energy and bandwidth to download those ads. On the other hand, publishers are not really losing money because you can't lose what you don't have. It's unlikely that people who use ad blockers would click on ads anyway, further driving the point home. Nevertheless, one sided wars do exist and this is one of them.