as a baseline, to constitute entering an agreement, each party must have a reasonable idea of what they are agreeing to, as well as the capacity (mental, emotional, physical, rational, etc) to actually make such an agreement. to enforce an agreement, it must be recognized that some term.has been broken by some party.

ad providers, as a collective (that is, no single actor is responsible by themselves, and not every actor is at fault) began breaking the terms of the implicit agreements with Pop-up ads, ads with sound, ads with visual motion, ads with full video, ads that look like real articles, ads that block actaul content from the website you are visiting, dishonest or misleading ads, targeted ads without the users consent, ads that are significantly louder than the video you are watching, ads that hijack your mouse, etc.

each of these phenomena were introduced after previous terms were implicitly agreed upon, that is, they were introduced without informing the user beforehand. and so, as a collective, ad providers have broken the agreement much more and morw often than users who wholesale block ads. in this moral economy then, the users have the high ground.