Probably because corporate executives are asshole control freaks, so even if it&#x27;s only 23% (according to the other responder using Forbes&#x27; own quote), they get pissed off and want to &quot;fix&quot; that.  Also, nearly a quarter of viewers using ad-blockers still amounts to a lot of &quot;lost&quot; ad revenue, even if it&#x27;s still a minority.  (Using scare-quotes since you&#x27;re not losing something if you never had it, but corporate executives don&#x27;t believe that; just ask the MPAA and RIAA.)