Edit: let's step through this. If I use a towel placed over the computer to block ads, that's morally the same as using blocking software, I think? If I block the ads by putting my fingers in my ears and staring at the ceiling, also the same thing, morally. If I block them by watching them in a negative frame of mind, saying that I dislike ads and won't do what they suggest, I'm still doing the bad thing, the same as using an ad blocker - if it is a bad thing. My obligation, if it is an obligation, is to be receptive. Otherwise what, it's a sort of mind-fraud?