If that's the future, why are they not going for it completely before their competitors? Seems like a good strategy to me if they believe in that, doesn't it?
I avoided the adblocking discussions so far, but now that I think about it, I do think that having my adblocking software on actually helps the maintainers of websites. Since I have never clicked on an ad on the Internet intentionally (I only have Internet access for about 7-8 years, Adblock was already a thing back then and I have discovered it before anyone else I know personally), I have never purchased a thing from the Internet after clicking on an ad in my life (having only a European debit card that's not supported by the US-based services kind of helps me out in this case, but it is a huge disadvantage in every other case). By not seeing them, I'm actually improving their click rate a bit, ain't I?