Yeah, well, we tried the vision you describe, in which the site has almost complete control over the user experience, and it hasn't turned out well IMHO.
The only reason the site has so much control is that the browser makers gave it away. The browser makers should have retained much more control over the user experience. The site of course should have complete control over the words that appear on the site (and the ordering of the words of course) and some other things.
That was the fundamental mistake of the web. If people wanted to create a new internet protocol for serving user experiences over the net such that the user need not explicitly install any app, that would've been OK with me. The mistake was achieving that goal by extending the internet protocol that was quickly become society's most important way of distributing words (writings).
I've completely gotten off the subject of ad blockers.