There is an interesting death spiral here. The Ads get annoying so the slightly annoyed block them, that reduces Ad revenue so the Ads get more annoying to get more clicks, which induces even more people to block them, rinse and repeat until all the Ad agencies stop buying Ads on sites that don't force readers to disable ad blockers, and sites go to a pay wall or allow ads model, and then sites virality suffers because nobody randomly reads a site just to see if its interesting, if it forces them to turn off adblocking or pay money.<p>At some point its going to be profitable to run a subscription web site, and when that happens, well its game over for free content.