Apple's iAd system seeks to mitigate some of these things. The ad content is downloaded separately by the device so there's no network loading time, and hitting

Apple's iAd system seeks to mitigate some of these things. The ad content is downloaded separately by the device so there's no network loading time, and hitting the home button takes you back to the exact same place in the app you had been in rather than back to the home screen like every other instance of hitting the home button (much to the consternation of some who highly value consistency). And, they only have ads that are highly interactive and "interesting", going so far as to do the production themselves on all of them to date, afaik. So at least if you see an ad for something you're interested in and it says "iAd" on the side, you'll know that by tapping on it you'll be getting something that's made for a small screen and probably has some decent content, not just a bigger version of the ad. I certainly agree with you, though: I don't tend to click ads on my computer, I certainly am not going to tap them on my phone. But, I suppose somebody does click them on the web so... maybe those same folks tap them on their phones?