He's not just complaining about there being ads. He's complaining about the site being unusable for reading. If you haven't run into the unclosable popovers on a mobile web site, you're luckier than I am on any given day. If I can't see the article when I first load the page, and if the page then self-destructs behind the popover of doom, I will stop going to that site. There was revenue to be had from me, but not if I know the site is broken.