I clicked out as soon as that blue rectangle completely obscured my view of the page, which I was already struggling to read anyway (not just because of the con

I clicked out as soon as that blue rectangle completely obscured my view of the page, which I was already struggling to read anyway (not just because of the contrast - it was a very listy article). Why do so many publishers think a popup is acceptable just because it's now called an interstitial, not a popup?