I don't "know" as a viewer how ad-based business models work. In fact I generally assume that ads have to be clicked on to make money. Since I haven't clicked on an ad in years, does that make me a freeloader? I'll assume that once eye-tracking is commonplace then publishers will get paid only when viewers look at their ads. If I avert my eyes, am I stealing? On the other hand: why can't an ad-blocker plugin still trigger a payment for the ad view, while preventing me from seeing it?