Funnily enough I think the percentage use of adblockers is going to go up a fair bit thanks to what Google is doing. My amazingly sweet "just go along with anything" MIL actually complained to me about YouTube ads the other day, then ads on websites in general. She jumped at my offer to install a different YouTube client and a good adblocker once I explained that it was a possibility for her tablet.

If they wanted to pull this off they needed to do it quietly, not draw attention to the fact that adblockers exist and are apparently so effective they need to do something very public about them.