UK ad-slingers spent TWICE as much smearing sales-bluster on mobes in 2012

Yes, but people who block ads are accounted for in the penetration forecasts so you don't matter. The idea is to get the ads in front of as many eyes as possible, not every eyeball. They know they'll never reach every potential customer directly so they count on peer to peer advertisers (formerly known as word of mouth) to carry the message to you for free. You'll most likely hear the message, directly or indirectly, from someone you know and that's really the ultimate goal. A personal reference from someone in your 'circle' is worth 10x over a random ad display. The ads you see (or don't) are only a tiny, tiny part of advertising. That's why a lot of marketing depts have a bigger IT budget than the IT dept.