I hope they fail as well. Here is one scenario where I think they will: 1) As you pointed out - Users (or their friends) will go out of their way to install an

I hope they fail as well. Here is one scenario where I think they will: 1) As you pointed out - Users (or their friends) will go out of their way to install an ad-blocker and set it up the first time. 2) If I still find prominently placed Google ads annoying (and I do, despite the fact that they're not animated or audible), then I will still go out of my way to block them.