What's new is that people defend enforced advertisement. Nobody is gonna complain if you close your eyes when ads pop up on your TV.
https://www.eff.org/cases/newmark-v-turner
I'm not really trying to defend advertising per-se but I'm trying to point out this isn't a new problem, however the level of entitlement which people feel definitely appears to have increased.
Guilty as charged.
If advertisers do find some way to prevent "active" ad blocking, the next step will be to download an entire page, ads and all, and then strip out the useless bits. This would even have the side effect of inflating download counts in comparison to actual views.