You're using a web browser built by a company whose primary income is advertising. What did you think would happen instead?
A lot of people have this weird idea that companies are their friends and would defend their interests despite large financial incentives to betray that trust.
Google for quite a few years was seen as a good steward of the free and open Internet.
To assert people shouldn't feel betrayed because "it's a company" fundamentally ignores why people had different expectations for Google to begin with.
The problem is that people are quick to assume a company is being altruistic just because the financial incentives happen to align with their own incentives.
Firefox still allows uBlock origin, and even on mobile.
That strategy did not come into existence through some abstract entity
Even moreso - uBlock Origin doesn't block the modern equivalent of pop-up ads unless you manually block elements. Even then - half the time the block isn't even saved and needs to be redone every page visit.
Have you got an example of that?