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There's nothing more free market than an ad blocker. Alice agreed to provide a service to Bob for and bundled in ads, Bob accepted the service and declined to run that JavaScript or render those images when Alice passed them along. If I drive past a billboard or accept a flyer on the street, no one would suggest I'm obligated to look at it.

IMHO it's more ethical to block ads than not to block them because if you don't block them you're supporting unethical business models such as massive privacy invasions by collecting and selling user data, ad-based malware delivery, and scams.