I don't consider myself/users responsible for solving the broken business model of a big part of the modern web. The problem of ads is not just "I do not like ads", which is also a valid reason imo concerning how intrusive and distracting they are blinking and yelling around and making everything slower, but a matter of privacy and safety. There is no social contract that accepts this. Moreover, I have no way to actually know or consent to be served ads before actually loading them, so I have to use an adblocker just in case. I would not mind if a website detects my adblocker and not serving me the content either. So in this sense, imo if a website decides to serve me the content without ads it is up to them, not me.
I would care much less if tracking/personalisation was not part of the ad systems and we were just shown ads based on the content of a webpage. Actually, I am ok with stuff like sponsor segments from content creators, sponsored articles etc. There are ways to serve ads without invading privacy or making it disturbing, but modern advertising industry has chosen a different path.
There are also alternative models, subscriptions, actually buying and *owning* the content (how outdated! let's have ads instead), donations, having a "pro" version with extra optional features etc. There is important stuff in the internet (eg wikipedia) that works fine without ads at all. But if you want to scale to a billion $$$ business maybe it makes sense to rely more on ads, but I do not find this compelling as an argument for users to suffer ads or part of any social contract.