Most web users tolerate ads; many web users hate advertising with the fiery passion of a thousand suns. There are many good reasons that users dislike ads (they’re bad for performance, security, and privacy) as well as less universal, more arguable grievances (e.g. annoyance factor, disagreement about the value exchange for ad-funded services, etc).
Apple, a company that makes ~80%ish of their revenue from iOS-based products, recently announced that iOS 9 will ship with a compelling ad-filtering API for the Safari browser.
A brilliant move by Apple to force news providers (the rich ones, at least) to move to creating applications or join its Flipboard clone.
Apple’s Flipboard clone uses Apple’s own iAds, of course, which cannot be blocked at all.