I see it as a good rhetorical move: Say it's ad blocking, and you get people coming in all po-faced about the need for platforms to make money and how horrible

I see it as a good rhetorical move: Say it's ad blocking, and you get people coming in all po-faced about the need for platforms to make money and how horrible it is to have freeloaders blocking honest, legitimate adtech. Frame it as defense of privacy and malware-blocking and those adtech boosters are on the defensive, to the point they probably don't comment at all for fear of drawing attention to the correlation.