Whatever It Would Cost to Eliminate Mobile Ads, Consumers Don't Want to Pay It

Who are all these people who spend money after clicking on an ad? The only time I ever click on an ad is by accident, and as soon as I realize the mistake I've made, I immediatly go back (or in the worst case, get frustrated and close the tab and give up on whatever fork my browsing was taking at the time).

How much would you pay for content?

That is a completely different question than say...

How much would you pay for us to remove ads from our content, given you can go elsewhere for similar content?

It's not just a price-point issue, either. It is also a transactions costs issue. The old model of paying for one source of content has given way to the new model of forever being only a click away from switching content providers. Determining who gets paid what, enforcing that, and distributing the paycheck, that's basically not doable at the moment,,, except through ads.

A nice defense of a shady and failing business model. Ad blockers have worked just fine for a long time, and they're about to get a lot more widespread.

Would the results be different, if the questions were differently worded - say How much would you pay for a 100% foolproof adblocker?