I see it as consumers telling the companies that they went too far. They let the ads take over too much of every page, let them be way too much in your face and let Spyware and other shit in. You simply used up your good-will and need to build it up again if you want to use this as an business model.

The only place I've ever seen ads actually work and not be too annoying is in podcasts. They are more personal there and still isn't too much in the way. I've genuinely followed up on some companies podcasts I trust has had ads for. I have no idea how to make that work on the internet though.