<i>the most potent tool that publishers have to defeat ad blocking will always be using advertising in a manner that readers find useful [..] Consumers get a new way to read stuff, and creators are forced to integrate ads into their sites in a manner that the majority of their readers can live with.</i><p>That's a utopian view. In reality, it's a lot easier to sell out and run payola posts, put paid links in your content, and use inline advertising in a subtle enough way that people still keep reading ;-)