If the usage of ad blockers increases, you can bet that those not using ad blockers will be squeezed and exploited and have a thousand popups and intrusive ads thrown at them in order for the sites to recoup the lost money.
So those using ad blockers are making the web worse for everyone.
They are doing that already, they are maximizing the amount of ads they can shove down user's throats. This is nothing new and ad-blocking didn't change that. You'd think adverstiser would understand by now the reason why people use adblocker...
You're assuming that 'good behavior' of users should somehow stay the hand of marketing companies. It ought not. A good marketing company will do everything to extract full value insofar as it is harmonious to business goals -- ad blocker or not, the search for the perfect recipe of ad delivery will march on.
How is it making the web worse for people using adblockers? Because they are a subset of "everyone"
Either advertisers get to track people or they don't. Either people get to block things or they don't. Once upon a time there was little attention to these things, and advertisers got to slurp up data en masse. That is still the case, just an inch less so today.
Perhaps this is a bit cruel, but I believe in a divided web experience, one which is ad-supported and the masses browse and are tracked, the other which is curated, high signal, and directly paid for. Like with most things in life, you get what you have the leverage to get, and in general that means what you pay for.
Scientific literature is run through this way, and I don't think they're hurting for ad revenue. I think exclusivity can protect quality. It's okay to have a paid-for news channel, and a free news channel for the masses, a paid-for Reddit, and a free Reddit. You get what you pay for.