I agree that the system is getting a bit out of control. But take Spotify for example, most of the users are using the free tier which is one of the reasons what Spotify, which has really minimalistic ads, simply can’t make enough profit to cover the costs. Sites which throw countless ads at you are terrible indeed but there could be a place between removing all the ads and sites which have pop-up full-screen ads every 2 minutes.
Sorry to bother but what about mobile?