The link mentions adversarial interoperability for ad blockers, which made me really remember how bad the ad landscape used to be. Crazy amounts of popups, ads that crashed your browser, the explorer shell, or the whole computer, seemingly recursive popups that you had to force-quit the browser to get out of... Sure, I still use an ad blocker, but it seems like have been forced to realize that if they want any of the advertising pie, they need to meet a minimal standard of playing nice with the user.