I think maybe Adblock Plus, or some other trustworthy party should generate a list of companies and adservers that comply with delivering non-intrusive, friendly, good quality ads so that users could allow those ads to go through, while blocking all other ad content. If an advertiser on the good list then comes along with a pop-up or some flash that takes over the whole screen, users should be able to vote them off the list. That way, we aren't judging the website or blaming the user, who are not the people who are the problem. The websites, knowing full well that the ads from the advertisers on the good list are being delivered to the user, will let those advertisers use their space over the other advertisers and in the end it would be the advertisers who would have to change to become more friendly to the users. I think users all just want the highest quality of content to be delivered to them, and we need to teach the advertisers this and not penalize the already proven quality of the websites we frequently visit.