“We want to inform viewers that ad blockers violate YouTube’s Terms of Service, and make it easier for them to allow ads on YouTube or try YouTube Premium for an ad free experience,” the company said in its email to The Verge.

Wow, thanks, YouTube! I always had such a hard time disabling my ad blocker - I’m so glad you’ve made it easier for me!

Really, though, I don’t see this ending well for YouTube. I’d bet there’ll be an ad blocking option that works to bypass this within a week.