By allowing them to abuse their users?
> if sites can't make money, there is no web to browse
There are other ways to make money other than advertising. If they insist on ads, they should disappear.
Besides, not everyone creates a website for profit. Sometimes people just have something interesting to say. The web used to have a lot of those before these commercial interests started infesting it.
Sometimes I feel like ad block users get overzealous and try to convince themselves and others that every ad out there is trying to inject malware into your machine. Very few ads do this and the average person who doesn't use AdBlock won't ever have that happen to them. Ads solve an economic distribution problem by cutting the transaction of spreading and consuming information in half. It makes the web accessible.