That's so contrary to my own experience, I wonder what evidence they used for that.
It's also interesting that they see the 'kind' of ads as a problem, rather than the industry and its way of applying technology as a whole. Ads are a bunch of payload requiring bandwidth (sometimes in short supply), cpu power (and so reduce battery life), waste the recipients time, have been used to spread malware and viruses and are used to track people and build profiles on them. None of those factors have anything at all to do with the content or the format of the ads, and each of those by itself is a very valid reason to install an adblocker, combined the decision is an absolute no-brainer.
For a day or so I used chrome (where I normally use firefox but that browser is currently occupied with a rather long running macro) and my chrome install does not have an adblocker. It's absolutely incredible how much worse the situation has gotten since I started using adblockers.
The advertising industry is the problem, not the ads themselves and I fail to see how they're going to get us out of this mess short of running into a very solid wall.
The fact that the largest advertising company on the planet makes a browser is telling, that may be in the long run the only way ads will survive, by being tied directly to a browser manufacturer which presumably will give them some way to force ads onto your screen. Personally I can't wait for the implosion of the advertising industry, sooner is better. Then we can go back to a web that 'just works' instead of this continuous barrage of commercial junk.
If the web were a radio station we'd be listening to 10 second music fragments interrupted with 12 minute advertising blocks.