They're very specific about what ads they will whitelist and only require payment from (roughly the largest) 10% of publishers. https://adblockplus.org/blog/acceptable-ads-explained-moneti...

I think there's a general consensus that people aren't against advertising in principle, it's the tracking, the intrusiveness etc. that the game has turned into.

I feel it's perfectly fair for an organisation working towards this ideal to take money in somehow in order to pay for it.