The branch that uBlock sits on is not ad revenue. It's people's annoyance at constantly being subjected to intrusive user tracking, especially for sites that they have little choice to not use. Think social networks and banks. Sure you can refuse to use them entirely on principle, but it's not a practical approach if you want to actually have a life.

On top of that, much of the tracking that does go on is actually blatantly illegal in how it's done, at least in the EU. It's just too small-time to enforce at scale. Doesn't mean I have to take this as a given.

> If you block all the ads on an ad-supported website, how will it survive?

If the only thing that website provides of value is a billboard, it doesn't deserve to.

I'm perfectly happy paying for high-quality ad-free services.

If uBlock makes itself redundant by killing all ad-supported websites for good, that sounds like a fantastic outcome. In this case, I will personally fund the creator's retirement.

Adapt? That's what most industries that face change do.

How did sites survive before the ad infestation business model?