...except that google gets to decide which adverts are played and which aren't.
I'm betting Google's own dancing monkeys will be as annoying as ever.
That's my worry - remember, Google already implemented a workaround for their own Flash ads, auto-converting them into a form which conveniently happens to be immune to this filter. Get back to me when they've bundled an ad-blocker. What they have here is basically a rival ad blocker - which really isn't something any of us should cheer, even if it does happen to knock out some irritating ads for the time being. (Equally, of course, the new ad-blocking facility for Mobile Safari in iOS 9 which just happens to push more ad-funded sites into adopting iOS apps as a format because Apple iAds just happen to bypass that filtering is a little concerning too.) "Big company kneecaps competition." Just like when Microsoft "helpfully" gave away IE for free in order to kill off Netscape and grab a stranglehold of the web browser market, this may not be anything to applaud long-term.