Firefox users ignore online ads

Yes, but I want to add another caveat. The article says it's because the users are more savvy which is true, I believe. But I also believe that because they're savvy, they're downloading the Adblock extension which then gives the ability to block ads so you never see them. No ads, no click-thru's. (And I love the clean look of a website)

I've also wondered about the comparison between this Adblock and commercial skip on a replayTv. With the media companies up in arms about skipping commercials and lost revenue, will a rise is in Firefox use make it a target for lost banner ad revenue because of extensions like Adblock?