It is weird to me that web sites go down the drain of having pop up ads, pop over ads, modal ads, animated ads, every kind of freaking ad set up between me and the content on their web site that I wanted to, maybe, you know, read. My current policy is that since most of the time I can get the info elsewhere (e.g. basic stuff about programming languages) then I immediately close that tab and move on to some other search result. So it just seems utterly self defeating to me for them to spiral into that particular usability hell. I guess it is like email based spam: you hope there's enough suckers in the world for you to earn a living off of them?