All I care about is the quality of my browsing experience, which takes a nosedive every time one of these fullscreen mobile ads shows up. As long as Google's algorithm ranks results roughly in the order of how useful and pleasant they are to me - even if that's just a side-effect of their own self-interested intentions - I'm OK. In general I'm not a big fan of egoist philosophy, but in this case, all I care about is me, me, me. Google should keep doing what they're doing.
It might be dictatorial, but the web has so few incentives to not load your website down with a ratchet of ever-increasing invasive crap, that any incentive pushing in the opposite direction is good, and Google is one of the only agents with the might to make that happen.