It made fandom actually usable

Shitty websites make all their money from ads. That's why the page is stuffed full of ads. If you don't see the ads, they don't make any money from you, which isn't a big deal until nobody sees the ads and the site makes no money and goes bankrupt (as they rightfully should).

And before anyone says anything about poor little indie websites needing money to survive: fandom is not one. Fandom is an advertising business. They're in the business of maximizing revenue by showing you as many ads as possible, not just a few to support their server costs, and businesses like this should be treated with extreme prejudice.