"If somebody can go get a browser plugin (AdBlock) and kill all banners with very little effort, what's to stop most users from doing that?" Inertia. First of

"If somebody can go get a browser plugin (AdBlock) and kill all banners with very little effort, what's to stop most users from doing that?" Inertia. First of all, most people aren't that annoyed by banner ads. Of those who are, most of them are using Internet Explorer, so they're extremely unlikely to try to install Firefox/AdBlock or find a similar solution for IE. Of the people who already use Firefox, there is a large segment that doesn't use any extensions at all. I know of very few people who go around installing AdBlock on people's computers. These people would be a chunk of the same people who install Firefox, but even Firefox's market share isn't very large. Five percent or so of Firefox's ~20% market share isn't very much. People who use AdBlock or are likely to in the future are a tiny segment of users.