For me, specifically, Forbes destroyed the line between bad actors and above board players.

Back when sites started to detect ad-blockers, Forbes asked users to disable their blockers, for the usual reasons. Trusting them, beings respectable breed source, I and others whitelisted Forbes, and promptly got hit by malware distributed by ads on their site.

Because Forbes could not be bothered to screen the ads on their site, I now relentlessly block ads just like the author of the article.