And a new genre of software has emerged to block ads entirely.

I block ads and scripts for three primary reasons.

And anyway, my point still stands: if you like this site you shouldn't block ads.

In other words, does it actually block ads rather than merely hiding them?

It can also block ads delivered as rich media such as flash movies.

Necessary unless you have the superpower to block ads using your mind!

Since its open source I wonder what google's response would be if someone started distributing a version that did block ads.

With more and more people using technology to block ads, it is "definitely time to start thinking creatively."

To many Web site publishers, though, blocking ads is akin to trying to get something free.

So many readers know how to block ads, and you've got to walk the line between noticeable and annoying.