There hope is that if a blocker is built in natively, new users won't install a third party blocker. And there blocker will allow most all their ads, but block all competitor ad's that are especially annoying. And people will presumably hate ads less.

This will most likely backfire since everyone who never considered installing an ad blocker will now have it by default.

Then eventually, Google will without question eventually block third party blockers. They will say they unsafe, negatively affect performance, or insert any excuse. Then everyone will be stuck viewing all their google ads.

If Google were to block blockers now, they would be destroyed by the public, but assume that if they offer a blocker that there maybe less backlash and hoping people won't leave for Safari or Firefox.

IMO, if Google's goal is to really improve the web experience, it would be much better if Chrome was spun off into a non-profit of its own, and not controlled directly by Google.

That won't happen because Google needs Chrome to control the platform where most ads are delivered and that helps keep Google dominate.

Frankly I want a cap on downloads of random junk for any reason, ads or otherwise. Chrome should set strict limits on sizes of scripts, number of domains, amount of data, etc. and require user opt-in only where it makes sense (e.g. "I need to watch a video").

I installed ad-blockers on all relatives computers after those "you have a virus" full-page ads that talked my mom into calling someone, handing over her credit card, and giving them remote control over her computer.

I see no reason to remove them now; what's the consensus on when chrome starts blocking competing ad-blockers?

At this point, I can't imagine any development that would make me substantially revise my approach to online advertising and tracking, which is - block everything, preferably at the router level. I don't know many tech literate users who think differently.

And for any relatives and friends who ask me to install their computers, I set up adblockers by default. Those who notice (most people, actually) are usually between happy and ecstatic.

Is this the first step to remove ad blockers from Chrome? I guess that 30% also affects Google.

This is repeated often. I'm sure it is true to a degree, but to what degree?

Many of the pages that I read have:

- no advertising at all (HN for instance, MDN, etc.),

- advertising that is very easy to ignore (e.g. BoingBoing), or

- content that I can live without

First the search results, now the ads. When the users?

It will be interesting to watch how they are going to salvage their ad network with a much more ad-aware and a younger demographic with purchasing power.

Time to pivot, but I doubt this will work or the recent chrome ad free beta.