"Shoplifting for the web" - so where do you draw the line? If I mute the TV during commercials, is that stealing? If I change the channel, is that stealing? If

"Shoplifting for the web" - so where do you draw the line? If I mute the TV during commercials, is that stealing? If I change the channel, is that stealing? If my monitor is too small for the ads to show on the side of the article, is that stealing? If my internet connection for some reason drops all connections to doubleclick.net is that stealing? If I don't have ad blocker enabled, but have conditioned myself to not even notice the ads, is that stealing? If the first two ads in google search results are exactly the same as the first two actual search results, which link is is moral for me to click?