It's the article's raison d'être to advocate NOT blocking all ads, but to be discriminating so as to encourage better practices by the publishers/advertisers/ad networks.

As it is right now, with ad blockers usually defaulting to blocking all ads, there are no incentives for better practices: the 5MB video overlay on <whatever.com> may play a small part in convincing someone to install an ad blocker, but it plays a comparative larger part to keep <whatever.com> in business–it's the tragedy of the commons, basically.

It's somewhat irrelevant that you may be willing to pay money, because many schemes, from impermeable paywalls to voluntary micropayment have been tried, and users have generally been reluctant to adopt these.