Strong agree but unless it gets built-into the browser, the average net denizen simply won't do it. The number of times I've seen a friend of the family try to show me an article on their laptop while casually trying to shoot down the pop-up ads like they're playing a marketers version of Missile Command was astonishing.

And EVEN if they do install a blocker, 9 times out of 10 it'll be AdBlock Plus and not uBlock Origin [1]. You know, the one that allows companies to PAY to have their ads whitelisted.

This doesn't even cover browsing on a smartphone which unless you're running Android Firefox which supports browser extensions, you have very few options.

[1] Notice I said uBlock Origin and NOT uBlock.

https://github.com/gorhill/uBlock

> unless it gets built-into the browser

DuckDuckGo is built in to the browser! Google is still unfortunately the default, but it's just Settings -> Search -> Default Search Engine, and DuckDuckGo is already in the list.

> unless you're running Android Firefox

Yeah, obviously run Android Firefox.

Because the average person looking for an adblocker searches for "adblock". And they're supposed to know the difference between uBlock and UBO?