They gotta realize its a bigger game then, they don't get to be the only people making selfish rules. As long as people can create tooling to separate the wheat from the chaff, that's what people will be doing. If ads were considered fully benign people wouldn't spend time making, sharing, installing tooling to bypass them. Since google et al has accepted they will continue to do the unpopular thing, they shouldn't act surprised that people try and make things slightly better for themselves as they are able to.