There's nothing more "free market" than ads. Ads literally cost you no money (free), and you don't even have to buy the product they're advertising (freedom from market if desired). If I know I'm not going to buy the product in question, I use the time to meditate, or take a moment to enjoy a cool, crisp sip of Kool-Aid. It's delicious when prepared according to the instructions. Oh Yeah!

There's nothing more free market than an ad blocker. Alice agreed to provide a service to Bob for and bundled in ads, Bob accepted the service and declined to run that JavaScript or render those images when Alice passed them along. If I drive past a billboard or accept a flyer on the street, no one would suggest I'm obligated to look at it.

IMHO it's more ethical to block ads than not to block them because if you don't block them you're supporting unethical business models such as massive privacy invasions by collecting and selling user data, ad-based malware delivery, and scams.