Bound to fall? I doubt it. I wouldn't be surprised if some Google people came to the conclusion that ad-blocking is prevalent in affluent demographics (namely

Bound to fall? I doubt it. I wouldn't be surprised if some Google people came to the conclusion that ad-blocking is prevalent in affluent demographics (namely people with non-trivial technical skill) whereas 'the next 1 billion' coming online are predominantly simply not installing ad-blocking software (browser extensions/plug-ins, desktop applications, etc). It stands to reason that this would certainly drive Google's interest in being on the forefront of 'the next 1 billion' coming online.