Instead of arguing over whether adblocking is right or wrong, advertisers and publishers could work to make the web better.
The rapid uptake of adblocking software on Apple's latest devices shows that most users would be happy to see the back of online advertising.
Apple tries to repeat the same supersize trick with the iPad that made the iPhone 6 wildly popular. But bigger isn't necessarily better.
Jailbreaking your iOS device can free you from Apple's 'walled garden', but it's a Wild West beyond the walls.
Online ads are already under pressure from ad blockers, so Apple's decision to include content blocking in the upcoming iOS 9 will make things even harder for advertisers.