I would think "out of principle" would matter too. I know multiple people who refuse to click adverts, not because they're uninterested, but because they "hate"

I would think "out of principle" would matter too. I know multiple people who refuse to click adverts, not because they're uninterested, but because they "hate" adverts. Never because they never like anything and never because they refuse are different, although I guess they don't matter too much to the advertisers/publishers, but it'd be an interesting metric.