Yes, and that's why I'm using an ad blocker, too. But the questions remains what is the Web going to look like as a mass medium when taking this to the extreme

Yes, and that's why I'm using an ad blocker, too. But the questions remains what is the Web going to look like as a mass medium when taking this to the extreme and there are only ads and propaganda left as rational incentives to publish content. Btw, you know you're on a site which occasionally does "native" advertising/promotions, if with decency? Also, think of tech coverage in the last decade or so; it's dominated by big media pushing their agenda aka the "consumerization of IT" (cloud stuff, Fb and Google web frameworks).