content: Not only will it keep up, ad blocking will accelerate as more people become aware of it - so it's inevitable.  In the meantime, if you're comfortable filling out 10 minute surveys, watching 30 second clips for video content, driving up your cell phone data usage on unwanted ads - that's your call.  And just how successful are website pay walls?  It's not hard to find the exact same content somewhere else for free.  The more they charge, the more incentive there is to pirate.    I get your point - but there will always be options.