Should an ad blocker perform as described and block ads? Should they treat all ads equally? Should they decide for me which ads I should or should not see?
If I install an ad blocker, it's because I want to block ads, not just block ads the developer finds objectionable.
You wouldn't put up with a word processing application that only saved some documents, not saving the ones that the developer finds objectionable.
You wouldn't put up with a media player that refuses to play your favorite mp3's because the developer hates your taste in music.
You wouldn't put up with a photo editor that wouldn't allow you to crop a photo of your cat because the developer hates cats.
A word processing application should save all documents without discriminating.
A media player should play all songs without discriminating.
A photo editor should edit all photos without discriminating.
An ad blocker should block all ads without discriminating.
If the AdBlock Plus developers do not feel good about blocking ads, all ads, they shouldn't be in the ad blocking business.
Also, here's some food for thought - If you block ads, then aren't you being immensely selfish? After-all it means you are leeching a service while happily off loading the cost of your usage onto your fellow netizens who don't block the ads. You are using them to subsidise your own gains.
Is it unethical for a person that already knows they will not click a pay-per-click ad to block them? The site only gets paid if a person actually clicks the ads. Pay-per-action ads only pay out if someone not only clicks, but also buys. If I know in advance that I will not be interested in any ad that attempts to drag me to a site where they will try to sell me something, am I wrong for blocking them? The site will not get paid either way, whether I allow them or not.
No, I don't think it is unethical.
On the other hand, if I know of an ad network in which the ads are pay-per-day, and the amount the webmaster makes is based on their total traffic (in other words my eyeballs count), and that ad network actually carries ads in which I may be interested, ones that will not try to sell me something, ones that lead mainly to blogs and web comics, should I go out of my way to unblock them?
Yes, I should and I do. I do not block Project Wonderful or Entrecard ads, for example.
I also do not block Facebook ads. Even if I will not click them, I do often find them amusing. Plus Facebook does give you a way to opt out of specific ads for various reasons. Facebook allows me to click a little X on all religious ads and tell them that I do not want to see them because they are in opposition to my views. They also allow me to report misleading, repetitive, or irrelevant ads the same way. I don't have to be subjected to ads for Farmville, diploma mills, weight loss products, baby products, BP, Bank of America, Justin Bieber's latest album, or political propaganda for the GOP.
But that is my decision to make, not the decision of the developer of the ad blocker I use.