Stuart Breckenridge

Why it is OK to Block Ads

“Whatever metric you think they’re nudging you toward—how do you know? Wouldn’t you like to know? Why shouldn’t you know? Isn’t there an entire realm of transparency and corporate responsibility going undemanded here?

I’ll give you a hint, though: it’s probably not any of the goals you have for yourself. Your goals are things like “spend more time with the kids,” “learn to play the zither,” “lose twenty pounds by summer,” “finish my degree,” etc. Your time is scarce, and you know it.

Your technologies, on the other hand, are trying to maximize goals like “Time on Site,” “Number of Video Views,” “Number of Pageviews,” and so on. Hence clickbait, hence auto-playing videos, hence avalanches of notifications. Your time is scarce, and your technologies know it.

But these design goals are petty and perverse. They don’t recognize our humanity because they don’t bother to ask about it in the first place. In fact, these goals often clash with the mission statements and marketing claims that technology companies craft for themselves.”

James Williams


From start to finish, an incredible take on the ethics of ad-blocking.


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