There's no need to make up dark motives on Marco's side, his blogpost on blocking The Deck (
http://www.marco.org/2015/09/17/why-peace-blocks-deck-ads) pretty clearly showed where the cracks were. A lot of people and business will get hurt in this, plenty of them not at fault or at least with no better way to monetize.
Now to be clear, I use ad blockers on the web myself, and intend to install the Android ones once I root my phone. But it's getting tiring reading people standing on some moral high ground to justify their use of ad blockers. There is no scenario where this leads to better-behaving ad networks, or to better monetization models for the web. The final winner of this ad blocker war is a no-frills ad blocker that blocks as much ads as possible, regardless of the quality of the ad network and its ads. The majority won't go and fiddle with the settings to approve ads on sites they like, or from ad networks that are cool. Give people a chance to block all ads and they will, even if some "innocent bystanders" get hurt. And I think Marco saw that scenario unfolding in real life with Peace's success.
One example, Daring Fireball is proud of how his monetization strategy is working out for him, and justly so, he hand picks his promotions and packages them into little promotional posts. But that's basically a native ad. So let's say the next big idea from everyone hurt by blocking is that native ads are the big thing now (not that it isn't already being used heavily), and everyone should hide them among the real content, undetectable to current ad blockers. So ad blockers will evolve, and people will build filters that hide the content of these native ads in smart ways. And they might build a filter that hides posts on Daring Fireball that contain the words "my thanks" or "sponsoring this week". Will Gruber still be so supportive of content blockers then? And where's the line? Who decides what the right types of ads are?
It's not that I have any smart answers about this, but I think it's disingenuous to pretend this "culling" of the shitty ads will lead into a brave new world with fair ad networks where everyone decides to turn off ad blocking on The Verge, because gosh, they've really improved, or into some kind of fairytale where people pay for The Verge's content through subscriptions. But they will keep visiting The Verge en masse, and expecting fresh content served in miliseconds. Who will pay for it and who will write it, I sincerely don't know.