The hope is that by limiting the ads you see to those that exhibit acceptable behavior (as according to an emerging better ads standard), it will encourage people to stop being so black and white on the issue so as to create a healthier internet ecosystem.
When this comes out, it may even be on by default. Currently I use Ad Block Plus which appears to be similar to the upcoming one, a good choice for now for those who realize that ad revenue is important for countless sites (as they let through those that are lightweight and are not deliverers of malware). The others like U Block Pro are too extreme in my opinion and only encourage that black & white view.
This is a reversal from last year where they said they were not planning on building, it also indicates that people who use Google’s solution may be able to access certain sites without having to turn them off. In a sense, this will allow you to continue to do your part in keeping your favorite sites free without subjecting yourself to pop-up, pop-under, data chugging, and AV triggering advertisements.
Win win or not?