I think we have to put up with some 'safe' ads because they pay for our free use of the web.Unless everybody wants to pay a monthly fee or something,we need to put up with it.That said,the ads have to respect our intelligence.If they are humorous(check 1970's Molson Golden ads),that goes a long way to making them palatable.I prefer free but I do realize it comes at a cost.As long as it is not mine I will watch to protect my own interests.