What happens when everyone starts using ad block? Is the advertising market just going to collapse? I don’t think even the most willing consumer would sit through 10 ads for a youtube video.
One will never stop trying to outrun the other. Ever.
Malware is much more rare but also a lot more dangerous now.
Will we see some similar shift in advertising?
What happens when every e-mail provider has good spam filtering? Is the spam market going to collapse?
Etc.
History, however, teaches us that the ad companies will find some other sneaky and awful tactic instead.