Exactly this. I remember when it was just a couple small links in a yellow banner you could scroll past. Same with YouTube, the ads used to just be a banner under or beside the video but didn't interfere with the main content. Once the ads got invasive, I installed ublock and haven't looked back. I don't feel the slightest bit guilty about that.

For Google, the ads used to be on the right side. It was a big deal when they made you start scrolling past them.