If we took the name "Brendan Eich" and replaced it with "Comcast" more of us would find this entirely loathsome.

Indeed it is a very loathsome business model.

People have taken exception to it when ATT and Comcast inject ads into your browsing experience and when Adblock Plus removes and then reinjects them.

Why is this not hijacking the web, extorting publishers with buy into yet another ad network and then trying to leverage this into a future payment network?