Exactly. The trouble is that companies want the benefits of being on the open web without the trade-offs. They're more than welcome to turn me down entirely, bu

Exactly. The trouble is that companies want the benefits of being on the open web without the trade-offs. They're more than welcome to turn me down entirely, but they don't do that because that would have undesirable knock-on effects. So instead they try to make it sound like I have a moral obligation to render their ads.