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wired.com has a variation - you can start reading the article, but after a short period (or perhaps it's triggered by scrolling a certain amount) a beg screen covers the content. You can reload and scroll a bit further, but the more times you do this, the more quickly the begs seem to trigger. Eventually I could only read a few sentences each time. I'm not really sure whether making someone reload a page 10 or 15 times to read the article is going to encourage them to whitelist their site... or just piss them off.
(I'm not even sure why I get the begs - I don't have an ad blocker installed...)
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