I'm not interested in arguing about what the end user does concerning ad blocking. Everybody falls into one camp or another and I've never seen anybody change s

I'm not interested in arguing about what the end user does concerning ad blocking. Everybody falls into one camp or another and I've never seen anybody change sides. I'm talking about malware and it's effects from the perspective of the website owner. Let's take some hypothetical numbers to make it easy. Operator X has a website that displays 1000 ad impressions in a month, for those 1000 impressions he receives 100 dollars. Now megawhatever diverts 15% of those impressions, net result is the Operator X still serves 1000 ad impressions but only earns 85 dollars for the month. 15 dollars has been stolen from him. The aggregate value of the delivery of those ads is what matters, not who saw the ads. So it doesn't matter if it's 100 people, none of whom have Adblock or 200 people, 50% of whom have AdBlock. This is strictly from the perspective of the website owner. If you lose 15% revenue from one month to the next while your audience stays constant then you are definitely going to view megawhatever as malware. Edit: for further clarification, I wouldn't view somebody who did not use adblock in month 1 and switching it on in month 2 as stealing from the website owner because the revenue is not being diverted. The audience, in the context of the ads, has simply decreased from one month to the next.