I use FF and with Adblock Plus, I rarely see any ads, except for a few free sites I choose to support. Most people I know who use FF do the same. IE7 uses can use the IE7Pro add-in to the same effect and by setting Active-X control options to prompt.

As to not even noticing ads when some do come through, this is correct for me. Even if I am working with someone who doesn’t block ads, I don’t remember the ads. And if you asked me later in the day what ads I had seen, I wouldn’t be able to give you an answer.

I think that sellers of advertising have buyers convinced that they must buy ads. But I wonder how many ad buyers have taken a chance, said no and if they have done so, did they really notice much (or any difference) in their sales?