Thinking about this more, this is a mistake advertisers keep making and have done for years.

Typically people don't mind ads that are just there and not getting in the way - billboards, posters, static banners on websites. But the more they fight for attention and force themselves into our eyes and ears, the more we fight back.

Online adblockers only exist because online ads started doing popups and overlays and videos and noise. I didn't mind the TV home screen showing silent ads, but now some are LOUD I try not to leave it on that screen at all. I don't mind ad breaks on free streaming, but if it's more than 30s I'll mute it and do something else until the programme is back.

It's an arms race.

Until and unless the advertising industry stop insisting they have some kind of right to our attention, we're going to continue finding ways to block them.

The thing that makes me really sad is the enormous effort that is wasted on the whole fight. The jobs, the materials, the computing power. It all has a significant environmental and social cost for close to zero benefit to anyone but advertising CEOs.