It's not immoral and dishonest to have a different idea of the core product value than you do. Personally, I run AdBlock not because I break out in hives in the presence of advertising, but because a lot of advertising on the web is just awful, makes sites harder to use and wears down my battery. Whitelisting advertising that is actually consumer-friendly is not at all against the core value I derive from the product. (Though I don't think my AdBlock extension does this, honestly, but I wouldn't mind if it did.)