As one of the people who have chosen not to have my web browsing experience ruined with rampant, uncontrolled advertising, I can say that if a website tried to pop up an ad, mask the content behind some overlay ad with a quiz, or generally do anything that interferes with my activities, I will promptly close the offending site and add it to my blacklist of sites that utilize intrusive advertising. I'll hunt down and add blocking filters for ad content from other hosts to prevent it from being displayed on a site. And I always make sure similar measures are put in place on any computer I'm involved with, at work, at home, or when I'm fixing someone else's computer. I've got a perimeter appliance in place at work and at home that allows for URL blocking and filtering, extensions for Firefox (Adblock, etc..), and a massive HOSTS file I install on any computer of my choosing.
I have no problem doing this, either, because I don't believe in paying to be advertised to. I eschew all forms of television (cable/satellite/antenna), radio (satellite, HD, and regular), and any other form of content delivery that I do not have the ability to fend off the glut advertising on. When it comes to my Internet connection, which I do have control over, I am fully justified in blocking any and all ad content because nobody has the right to make a profit off my bandwidth, processing power, LAN network capacity, and the hardware I have control over without my consent. If a webmaster hosting a site with advertising on it wishes to make sure I see their ads, they can cut a usage check payable directly to me for the privileges of advertising on my infrastructure. It costs me money in monthly internet and power bills, upgrade costs, maintenance costs, etc. to keep my infrastructure going at work and at home. Why should a webmaster, who is using advertising on their site to pay for the same costs, be able to use my time, infrastructure, and network for their profit?
In short, pay me and I'll start letting you advertise to me. Otherwise, I'll filter your advertising. If you make it so that I can't do that through more intrusive advertising, or by preventing access to your content without dealing with your ads, I'll block your site entirely from my entire home network and my entire work network. If your site offers premium accounts with a guaranteed ad-free experience and your content is worth paying for, I'll throw down the money for an account without a problem.