>does not suggest or imply any sort of "social contract"

We were talking about societal expectations.

>I can mute it, change the channel, go to the bathroom, whatever.

You are free to do the same for websites. You can click the x button on the ad, mute the video ad, or change to a different website.

My browser already automatically mutes video ads on my behalf. And an ad blocker effectively "clicks the X button" for me. Sometimes I don't even scroll down far enough to see an ad. How is one of those activities breaking the social contract and others not? Or are they all breaking the social contract? Or none of them? I have no idea because I don't know who's defining the terms of this social contract.

We are also free to install adblockers.