This seems to be gaining momentum. I think it's a good thing in the absence of banning ads altogether on social media and forcing it to be subscription-based on

This seems to be gaining momentum. I think it's a good thing in the absence of banning ads altogether on social media and forcing it to be subscription-based only, which I think should be the goal. That de-incentivises media platforms from always increasing engagement because revenue isn't directly tied to time spent on the platform (in fact, the more someone is on, the more it incurs cost without increasing revenue).