Looks like you missed the part about everyone moving to 'mobile'
So what? There are numerous adblockers available for Android and jailbroken Crapple phones - and I'm sure that if the ads are to be loaded over cellular data, users will revolt.
Most people these days live on metered connections, and I surely would rather kill the FB app than have it drain my data coverage.
Can you suggest a good one for Android? I am missing ABP sorely.