Or you can combine that with https://github.com/jlund/streisand to have a VPN service that happens to adblock (great for mobile).
That said... I like that Optimal have made this too, because neither of the above can work for all devices in a household and more things in the house are tracking you and serving adverts (TV!).
The real questions I have are:
Who sources the list of domain names in there that they will null route?
How will this work with DNSSEC protected sources or whether they anticipate this at all?
How will they become aware of new domains being used by smart devices that are not shared by web sites (and therefore no-one notices and adds it to any blacklist)?