> And it has to come from the ad networks That is a truth. You need to already have the infra to make this change. I think it'd be too much to both successfull

> And it has to come from the ad networks That is a truth. You need to already have the infra to make this change. I think it'd be too much to both successfully grow a business and try to change browsing behavior at once. > ...The more people who use that kind of thing, the more the value of adverts goes down... Not necessarily a bad thing. If the value of adverts drops, and this is a well known alternative it provides even more incentive to move to model where there is still money to be made. Not to mention there probably is a bit of "recapture". Of people who ran ad-blockers for the experience (ie zero-revenue providers) who are willing to pay for content. Similar to people who torrented, but instead became Netflix/Hulu subscribers when it became an option.