I think complaining about ads on a website is reasonable if you're paying to access the website.

If one day it becomes possible to host a website for free, it would also be reasonable to complain about ads on it.

I think it's okay to complain about the design and presentation of the ads even on a free service. It's unreasonable to expect sites not to have some form of monetization of users that are not going to pay for the content, but that monetization should be reasonable and thoughtful. Of course, we can simply avoid that site altogether.