The insidious tentacles of ad tech touch every corner of today's economy. There are so many players (legal and criminal), varied interests and wealth involved,

The insidious tentacles of ad tech touch every corner of today's economy. There are so many players (legal and criminal), varied interests and wealth involved, that it's difficult to imagine that enough users will ever embrace ad blocking on the scale that's required to achieve the change that this article suggests is needed. The Interactive Advertising Bureau (IAB) is finally acknowledging a need for some change with LEAN (http://www.iab.com/news/lean/ http://www.iab.com/news/lean/), but I doubt it's interests really favor users. It's vested in advertising and grabbing our attention. We're not dealing with just one bad player, like Flash that's easier to kill and yet took way too long to do it. It's still not completely dead either. Ad blocking is a moral obligation and just a basic tool for cybersecurity these days. Good UX will win at the end of the day, but it's going to require a lot of effort.