I agree that pi-hole is an option here, but yeah, the reality is that most daily users don’t even know what it is. At least, not yet.

Adblock Plus and it’s betters became ubiquitous in large part because they were so incredibly easy to install. As easy as gramma accidentally installing yet another yahoo toolbar on accident. Like, too easy.

Pi-Hole isn’t hard to install, and there are some fantastic guides to help users get it running with essentially zero prior knowledge. But in my opinion, I think until it gets closer to “push-button” easiness, pi-hole and systems like it will really be limited to the <5% of users motivated enough to go through the steps, who aren’t mortified of logging into their router’s admin page. I want us to get there faster, and we’re a hell of a lot closer than 10 or even 5 years ago. But we’re not quite there yet.

Edit-typo