I don't agree that this is a step backwards, but I certainly do agree that this is not a step forward.

Progress will be defined by decreasing the amount of obnoxious advertising, until we see that there is no progress and this is all talk.

I do enjoy that both sides are trying to improve the situation, but I still feel like the ad industry has yet to acknowledge that they are the root cause of the problem.

We almost need an advertising "intervention"... If the creation and rapid adoption of adblocking software isn't the embodiment of that though, I don't know what is.