Same here. Most of the time the sites with the most annoying ads are ones you wouldn't want to frequent anyway so you rarely deal with it. To me ads are just there and I skip over them. Sometimes they catch my attention but they're really not all that annoying. It seems that adblocking is something that was more useful back in the 90's. These days ads are pretty unobtrusive for the most part. There's a bit of pop over here and there for some newsletter they want you to sign up for but it takes less than a second to click out of and they load fast and only display when fully loaded. I thought this was a lot of hyperbole too.