Our definitions of "smoothly" vary a bit.
If I speak as a consumer, then it's not very smooth when I want to read an article and can't, due to the in-line words which pop up intrusive ads when your mouse comes anywhere near them. I can't hardly watch a 30 second video without spending another 30 seconds to 2 and 1/2 minutes watching ads. It actively annoys me that Amazon has started serving ads on their homepage. I've ended up going to other retailers to purchase things on the principal.
As someone working (indirectly) for companies that make revenue off of ads, I've noticed that there's always that nagging fear in the back of their minds about Google cutting them off with no recourse. Of loosing customers when a new ad in the rotation pisses of parents due to the scantily clad nature of the characters in the ad. Of loosing customers due to poor performance of ads or conflicting javascript.
It is always very unfortunate when people get laid off. However, to have to lay people off just because someone doesn't download specific bytes from the internet signals a broken system to me.