I think you misunderstand incentives. If Wladmir accepts money from advertisers, there's an innate incentive to accept more money from more advertisers, and to lower his standards for what makes an acceptable advertisement. He might want to support non-obtrusive ads, but the major incentive (money) is entirely contrary to that goal and your own preferences.

That aside, I wish to address the "free content" dichotomy (either we accept ads, or we lose free content ).

First of all, the content is not free; there are both tangible and intangible costs to you; advertising is funded through higher prices on the products we buy, and there are the intangible costs to being inundated with ads.

Second, advertising is surely not the only viable model. If adblocking were to actually succeed in undermining the web advertising industry, it would also provide impetus for the development of low-resistance web payment mechanisms, similar to the app stores and in-app purchasing that have revolutionized content purchasing on mobile devices.

In other words: 100% blocking of advertisements would not lead to the loss of "free" (but not really free) content, it would merely lead to the establishment of a more direct and efficient mechanism for funding that content.