The only site owners who aren't hurt by this type of malware are the terrible ones with no regard for their users, who are willing to double up on now many popups they slam the visitor with, or ironically even willing to join shady pay-per-install malware networks just to get their revenue back up to normal levels.
I'd like to believe you've never run a site before, because otherwise you'd have an idea of just how expensive it can be.