As long as pay-per-click exists it’ll always be like that. Minimally necessary action will be probed, negative feedback (“won’t buy this on principle/will bug others to raise awareness on ethical concerns”) eventually making the industry raise the bar higher.
Beats outright malware (auto-installing IE toolbars, yay!) and popup/popunders on a click anywhere eras of the past, but despite any possible illusions, the bar isn’t particularly high still (modern web is still nauseously popup-ridden), when viewed through the modern first-world optics.
Not that I like anything about this - just an observation.
They did it for Android, too. Just the other day, I tried to view replies for an ad, and thought I'd accidentally clicked the ad multiple times before realizing that the replies indicator and even the timestamp (which is the normal "just go to the tweet" valve) were behaving the same as an ad click.
Edit: Re-reading your comment, not sure if that was exactly what you meant, or if you just meant that it'll e.g. open the ad if you try to scroll on it.