I can see them inserting an ad mid-story, with a timer that forces you to stare at it for 30 seconds before continuing to read. How'd you like that?
I'd just do what I do with ads on TV or Hulu: look elsewhere for 30 seconds.
Yeah. I just hit mute and find something to do. Usually just checking other sites, maybe even write a quick post if it is a minute or more of ads.