This is a step in the right direction but falls short of being the right direction. An ad blocker built into a major browser and turned on by default should long ago have been available.

This will hopefully push websites, especially news websites, to figure out some other monetization strategy, one that's not based on ads and therefore doesn't undermine the credibility of the news and the site.

So it's a win for consumers as no one wants to see ads as well as hopefully taking consumers closer to ad free, unbiased news sources.