I don&#x27;t think most people have a problem with the concept of ads, after all, every print magazine is filled with them.<p>The problem is that ads on the web have become more and more obnoxious as click through rates have fallen.  The ads have dramatically reduced the usability of some sites, and that&#x27;s before you get into the issue of tracking and malware.<p>Had Wired curated their ads to ensure that no full screen popups and other annoying dreck never got onto their site, they might not have a problem.  But even then, so many other sites are filled with terrible ads that users would keep using ad blockers anyway.<p>Maybe their plan will work, maybe it won&#x27;t.  Seems to me that they&#x27;re going to have to be a little more clever about this than just charging people $52 a year for Wired.com.  Maybe they&#x27;re counting on a very small percentage of &quot;whales&quot; to make it worthwhile but I think the vast majority of people using ad blockers doesn&#x27;t get enough value out of Wired.com to subscribe, especially considering that it is 2 to 5 times as expensive as the print&#x2F;tablet subscription.