If people don't view the ads, the site shuts down. Maybe you don't like that site all that much, so it's fine. However, more and more sites would shut down due to lack of funding. Or, perhaps, they find different manners of obtaining money. Maybe they enforce pay walls, maybe they have product placement in their articles.
The fact is, most advertising is not obtrusive. Despite the problems that Google Ads has, it is not visually obtrusive. Hell, half of the time I don't even notice them. Does it hurt me? No. Does it help the site sustain itself? Yes. Would I notice a pay wall or product placement? Yes. Would it obstruct my enjoyment of the website? Yes.
To directly answer your question: you should care if you hurt society. If people stop being altruistic altogether, politeness and civility go out the window. An Ayn Rand style system pops up, with people being concerned how to give themselves the most power and goods while screwing others over the most. Maybe you're fine with that; I'm not.
While I am in agreement with the sentiment, these "its good for society" arguments don't really move anybody. Just look at the music industry and it's pleas against piracy. Most people don't view their actions at such a global level; they do what's best for them and those close to them. If ads disturb them, then guess what? Ars technica will be releasing a few more staff. And most people won't care either, they'll just move on to the next thing. Thats just nature my friend. A taste of natural selection: adapt or die.
It would be much more practical to create things that boost advertising's strengths, but mute the weaknesses, rather than trying to convince people that current ads are good/tolerable. Like you pointed out, Google Ads are a step in the right direction, but obviously still lacking. The market always points you in the right direction, better to listen than to fight it.
The fact is, most advertising is not obtrusive. Despite the problems that Google Ads has, it is not visually obtrusive. Hell, half of the time I don't even notice them. Does it hurt me? No. Does it help the site sustain itself? Yes. Would I notice a pay wall or product placement? Yes. Would it obstruct my enjoyment of the website? Yes.
To directly answer your question: you should care if you hurt society. If people stop being altruistic altogether, politeness and civility go out the window. An Ayn Rand style system pops up, with people being concerned how to give themselves the most power and goods while screwing others over the most. Maybe you're fine with that; I'm not.