The idea of having users regain some of the power over ads, and potentially creating an environment for more positive ads sounds interesting to me. But I don't

The idea of having users regain some of the power over ads, and potentially creating an environment for more positive ads sounds interesting to me. But I don't see how they can market it as user centered, if they only offer users 15% of the revenue. As a user, I'd demand at least as much as the publisher is getting; particularly since in this case, it's not even the publisher that's showing me the ads.