Mice want cheese. If you put a mouse at the start a maze, and cheese at the end of it, a mouse will likely go through a maze to get the cheese. It will likely pay attention to the maze to try to figure out how to get through faster next time. But if the mouse can figure out how to get around the maze, maybe by climbing over a wall, don't be surprised or angry. The mouse doesn't like the maze at all; it's just an obstacle. The mouse just wants the cheese, not the maze.

Advertisements are like the maze. In early days, people were forced to sit through them in between parts of shows on the radio. Print ads had to be looked at so that people could find the articles. Nowadays, people are able to get around these 'mazes'. Morally, people might want to support the content-creators, but if you ask any newspaper executive or journalist, guilt can't get you very far for very long. Technology has enabled the blocking of advertisements, and a few mice have had a taste of the easy-to-reach cheese. These mice will almost certainly not go back to trudging through the maze as they did before.

Many critics offer a better solution: Make the mice want to go through the maze. This is certainly a more difficult solution than making a banner ad with a logo. It requires a fair amount of creativity, time, and effort. But some advertisers are already doing this. Take a look at the Burger King games: http://www.youtube.com/watch?v=mt2do5oV2-8

Burger King has made their brand fun and engaging, making the consumers want to consume the advertisements. In fact, they pay for them! Now isn't that ingenious?

Another example is woot.com. People want to buy stuff, suppliers want to sell stuff. They connect at Woot, and are directly engaged with the product.

This is the way marketing is supposed to work. Plastering noise and garbage on a webpage will drive your users to clean it up. They will find a way around your maze.