In that scenario much of the web industry will die and they will deserve it. It didn't self regulate, it fought government regulation and pushed people too far.

In that scenario much of the web industry will die and they will deserve it. It didn't self regulate, it fought government regulation and pushed people too far. The big boys like google have been hedging their bets in multiple ways already though, they can (and do) track people in chrome, they can track people with CDN's and they can (and do) track people in android. Others can deploy sites as webASM that make tools like uBlock much harder/less effective. They might even go with an in house "box model" to serve ads from sites indistinguishable from the content. There's a lot of options to fight back against ad-blockers but the haven't been deemed worthwhile yet.