Ad-blocking software is to the advertising based Internet what Tivo was supposedly to broadcast television: with a little investment, users can consume content without the ads. As Simon Anderson and I pointed out some years ago in a paper published in the American Economic Journal: Microeconomics, since ads are annoying, users will have an incentive to use technology to block them.
Articles from Digitopoly
In August 1995, Netscape held its initial public offering and caught the attention of every participant in computing and communications. It was a catalytic event for the commercial Internet, and it started the beginning of a long boom in investment by private firms, households, entrepreneurs, and venture capitalists.