For the longest time I never used Adblock... because they were never that invasive for me. Suddenly ads started auto-playing video clips and kept pulsing horrible animations that distracted me from reading (or, in the case of the video, scares teh bejesus out of me). So IN cam e adblock!
I feel sorry for those who want ads to fund what they want, but NO THANK YOU for invasive ads! It's why I canceled my cable almost 15 years ago. I'm MORE than certain MS is going to have this in mind as well.