Many very legitimate businesses will be essentially cash only dependent on the demographics and local area they serve. The problem is with bureaucrats who do not actually try to understand how many businesses work and why.
Roca must be run by a masochist. None of the lawsuits or threats had any real legal merit and were only done to harass. But they should of picked a target with very shallow pockets and no knowledge of the law.
The are a few ads I think most will tolerate and occasionally pay attention to. Static ads that a reasonably generic that relate to the website. IP based ads for local companies. And emails from vendors you have dealt with and are likely to buy from. Of the 3, the emails are probably the most effective - there is an existing relationship and interest in some of the products.
Ads are a guest on my system. Websites I chose to visit are guests on my system (I enjoy Techdirt so I come often). Software is a guest on my system.
Note, if I do not perceive a value, I will either block ads, not visit the site, or never install (or remove) the software. These are my rules. To the IAB you must abide by my rules, it is my ISP account and my equipment you are using.
"Guess what buddy, if your ads aren't working it's 'cause you're doing it wrong." - Very true, the whole point of advertising is customer awareness of one's products.
Advertising, per se, is not evil, its just a method for sellers to reach customers. The key is not to needlessly antagonize the customer. Ad-blocker usage should be a clue the customer is irritated at the many of the advertisers' antics.
The trolls seem to count on the average judge being technically illiterate if not incompetent. However, that is a very risky strategy if they run into either a judge, defendant, or opposing attorney who actually is technically literate and competent.
Assuming the countdown starts on 1 Jan, then about 1 May you will not be allowed to fly. Somehow, I have a feeling a couple lawsuits and the tanking of the US economy might get someone in DC to stop playing golf for about 5 minutes.