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I feel zero guilt about ad blocking. There was some period of discussion on the subject back in like 2003 but the ad companies went to war against human civilization and there's been no going back. It corrupts and twists everything it touches into a constant hustle for eyeball-cash and an entire generation has now reached adulthood knowing nothing but that hustle touching every bit of media they ever interact with. W…
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The big thing we need is some kind of action against Google: they currently are the best positioned to penalize operators of sites slowed by ads but the search team isn't going to cut into their ad business and Chrome is going to continue slow-walking attempts to make browsers restrict ad networks. It'd also be nice if there was liability for malware delivered by ads — something like they have to pay a fine up front and try to recover it from their advertiser, forcing them to actually vet people first.
What I'd like would be publishers self-hosting ads — forcing them to take more responsibility for the security risks — and more effort into alternative payment mechanisms. I liked the idea of Google Contributor but one big challenge for that is that even a less half-hearted version probably wouldn't generate enough money to be viable because most people consider ads a reasonable cost for free content.