What does "normalize" mean here? I don't think consumers have to do anything in this situation. If a business model isn't making enough money, it's on the business to change.

If someday Google puts Youtube behind a hard paywall, no more "free with ads," I'd pay for it. I already pay for Nebula. But if I can get around the ads with uBlock, why wouldn't I? Just on principle? Because it's not fair that their business model doesn't make the revenue they want?