The advertising arms race continues and the bodies left in the wreckage will be that of the open internet.
Sure, you could turn of JS, block websockets, or do any other number of things to protect yourself from psychological manipulation by those who want to capture your attention for their profit. And then they'll come up with some other way to get their hooks into your digital life.
But are you asking yourself, "is this the kind of networked digital experience that I want to have in the first place?"
'Web1' was an era of p2p file sharing, quirky homepages, and genuine interaction. You could even say it became 'Web2' at the point at which corporations captured effective mechanisms by which they could intercept your relationships and redirect your attention to their ads, their data collection layers, their interests.
'Web3' is trying to figure out how to put that monetization into the hands of users, rather than making it purely extractive. A noble goal, perhaps. But is it really just the subtle acceptance of a flawed premise? Do you really want your experiences categorized, monetized, and resold to the highest bidder?
The true path forward almost certainly has to be one where your digital spaces belong to you, and the digital spaces of others belong to them. This isn't to say 'There will never be any branded content allowed," but rather than the digital spaces we inhabit should belong to us.
Would your friends serve you an unblockable ad? Would you try to block the revenue stream of someone you knew and cared about?
In the same way that a Metallica poster on your bedroom wall could be either an ad or a genuine display of fandom, if someone entered your bedroom they would be there to admire it, not rip down your decorations.
Or if you went to a coffee shop that had bright flashing lights and annoying radio ads running constantly, you wouldn't continue going there--but you also wouldn't enter the building and rip out the A/V system.
If we put people digital spaces back in their hands--instead of depending on MEGACORPS to build and maintain them for us--we would expect to see more beautifully curated experiences and less intermediated relationships that become misaligned with the values of the participants.
Of course, to get there you need to enable people to have their own always-on, networked computers. An address on the internet that they can trust to be theirs, forever.
That's Urbit.