If these increase in popularity [0], I'm pretty sure DoH will be the goto workaround for web apps and native apps, alike, which would be unfortunate because DNS based ad-blocking is all encompassing and takes very little effort to setup [1]. That makes me wonder why DoH was even conceived, if not for the benefit of ad-networks [2]?

Thinking along similar lines, can't help but wonder if cert-pinning does more harm than good.

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[0] Folks have been doing this since atleast 2002 http://sam.zoy.org/writings/internet/doubleclick.html

[1] https://adguard.com/en/blog/adguard-dns-announcement.html

[2] OpenDNS founder, davidu, has been crying foul about it too https://news.ycombinator.com/item?id=18257318