At the time, I was mostly offended by the insultingly large (72KB after GZIP) JavaScript file that the system caused me download to facilitate the wrecking of my experience, and felt a little guilty for recommending them for inclusion in uBlock.
Now that I realize their entire business strategy is based on creating a problem – reaction – solution scenario for their own benefit, at the expense of publishers and readers.
The concept is basically, "We don't like ads and you shouldn't either, so here's an ad to tell you that while ruining your web experience. Now give us money."