Strong agree but unless it gets built-into the browser, the average net denizen simply won't do it. The number of times I've seen a friend of the family try to

Strong agree but unless it gets built-into the browser, the average net denizen simply won't do it. The number of times I've seen a friend of the family try to show me an article on their laptop while casually trying to shoot down the pop-up ads like they're playing a marketers version of Missile Command was astonishing. And EVEN if they do install a blocker, 9 times out of 10 it'll be AdBlock Plus and not uBlock Origin [1]. You know, the one that allows companies to PAY to have their ads whitelisted. This doesn't even cover browsing on a smartphone which unless you're running Android Firefox which supports browser extensions, you have very few options. [1] Notice I said uBlock Origin and NOT uBlock. https://github.com/gorhill/uBlock https://github.com/gorhill/uBlock