Uh, self hosted ads get blocked too - just check a popular filter subscription.

Any moderately popular news site will have filter authors going out of their way to block their ads in the filters regardless of URL domain.

I feel like there's this myth that adblock is just trying to block "bad" ads, but the evidence shows most blockers really try very hard to block all ads. Trying to stay one step ahead of that is a losing proposition for media companies.