It's not the consumer's job to make companies profitable. If their business model relies on people viewing ads when they don't have to, that's their problem.

Most sites are doing it out of goodwill. There was a time when commercial organisations weren't allowed on the Internet at all. They're the interlopers here, they can play by the existing rules: if you put it on the Web, you expect your content to be accessed by a variety of people who will format it in their own ways.