I used to be in defense of the targeted ad movement, but I have completely changed my views. When I finally found out that even my gmail was being surveyed to build a profile about me, I decided that personally it had gone too far. But if we really want to change it we have to stop playing into the business model and we have to start educating the users. That is one of the main reasons that I started Rebil (shamless plug: rebil.co ). I plan to fight this battle not with adblock, but by creating products that are open and honest with their consumers and deal openly in currency rather than hidden data transactions. The question is, will consumers value their data and their privacy enough to pay for services? I think they will and I am betting on it.