http://www.predictablyirrational.com/

But allowing users to opt out of ads would be a very significant step. Sure, people like us can do it by installing ad blockers, but how many non-technical users feel comfortable doing that–or even are aware that such functionality exists? For that matter, most websites have terms of service, however unenforceable, that prohibit the use of ad blockers.

You’re right that users’ failure to opt out proves nothing. But perhaps it is enough to embolden search engines and media companies to offer users this functionality. Surely you agree that this would be a significant step in the right direction.

I would like to see this turned around. I would like to see what would happen, if the ads were *off* by default, and it were up to the user to opt in.

What would the statistics be, in terms of user opt-in rate? I bet they would not be that different from the low opt-out rate.

What that says to me is not that ads are useful to the users. That says to me that users are just lazy, and tend to stick with defaults, no matter what the default does.

But to conclude that since most users don’t opt out means that ads are useful to most users seems like too much of a leap. It’s not a very scientific/rational conclusion.