The shakedown model just seems so scummy to me. There has to be a better way to monetize ad blockers. I suppose it doesn't matter though, as most advertising will simply become sponsored content/native advertising anyway, which will negate the need for ad blockers.

We see it today on the web, but we have also seen it on TV for even longer as their answer to DVR-based commercial skipping. Take a show like Nightline, which is just an infomercial for every project that ABC and its parent company (Disney) want to promote, masquerading as a news broadcast. That format is likely a sign of things to come both on TV and the web.