It has always been user hostile since the days of pop-over ads, pop-under ads, obnoxious browser toolbars that were basically malware, etc. It seems like since around the year 2000 it’s been a nonstop fight between people who want to extract money and advertising impressions out of users versus people trying to keep the web user friendly. I think we only had maybe a 5 year run of the web being user-friendly at the beginning, and that was just because people hadn’t quite yet figured out how to extract money from web usage.