Yeah, it's definitely being A/B tested into some sort of horrifying local maximum (or minimum, really). Eventually it'll just be pop-ups all the way down.

A couple years ago, I changed my uBlock Origin settings to disable JS by default on every site. I only re-enable JS when necessary on a per-site basis.

I find myself having to do it a little more often these days, but it's still made everyday web surfing so much more pleasant — and secure, too.