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How are they losing money? The people who use technology to block that sort of thing (AdBlock, hosts file, Noscript - I use all three and haven't seen an ad in years) know enough to know that they don't want to see those banners. I doubt very seriously that they would ever click one, even if it made it through their attempts to block it. You don't lose money by failing to show an ad to someone who isn't interested to start with.
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