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If they're putting ads in custom tags that makes it extremely easy to block them.

I think it's nothing so sinister as a "fork of the web", but a badly thought out approach of going back to faster loading web1.0 by recognizing that quite a lot of JS adds no value to the end user.

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It also becomes extremely easy for browser vendors to not allow blocking them.

The closed source ones, perhaps.

My point is that this project is not about providing value to the user. Google could have done that more easily.

It may not be so sinister because it's a badly thought out approach indeed. Although they got quite a few big partners already, this undertake requires rewriting the whole Web which is too much to ask even if you are Google.

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