Bah, they'll just wrap the content in JavaScript. Wanna use NoScript? Fine, then you don't get to access the content.
If you take the view that the purpose of the website is to promote the company, and the purpose of the Ad is to, err, advertise (either the company, one of their services, or an affiliate), then the Adblock arms race will probably be ultimately won by that company's competitors:
1. Company puts up an ad-laden web site to try and sell/promote their goods/services, and convert viewers into customers.
2. Viewers of the web site use Adblock to cut out the ads.
3. Company uses tech to make ads indistinguishable from content (using scripts, for example).
4. Viewers of the web site start using NoScript or similar tools.
5. Company's web site is no longer viewable to potential customers, so the site viewers are not not converted into customers.
6. Company loses potential customers to competitors.
7. (Competitors) Profit!!!!
ok, it does not always work out that way, but the fundamental truth is that a company exists to make money for the shareholders of said company. They do that by adding value to goods and services that they provide to customers. Nobody is forced to buy from a specific company (exclusive supply contracts or biased tender processes aside), so it is entirely voluntary for a customer to put their money with a particular company.
While a customer may need or think they need a particular item, in a market where there are several potential sources or variants of that item, an individual company needs the customer more than the customer needs that particular company (because the customer can go elsewhere for that item).
Remember business people... "The customer is always right."