I don't want to be part of the ecosystem. I want to read the article, leave, and never come back. It's not in this user's best interest to be bothered by a popup.
In fact, I believe it's actually the best interests of the author that's being looked after, not the users or readers, by using a modal popup to interrupt somebody's reading. It's as rude as walking up to someone while they're reading a book and waving your hands between their eyes and the book they're reading to get their attention if you noticed they were reading a book you personally wrote in an effort to sell them more books or to ask them for their email so you can send them special offers.
I suppose I could stop going to the park where authors think this is acceptable to do and limit my reading to parks where "ecosystem" authors avoid, but eventually other people start using their annoying tactics and you can't escape it no matter where you go.