AdTrap is a planned $150 firewall box for consumers. Plugged in between your internet connection and router, it strips the web of advertising without requiring a moment's configuration. Unlike browser-based plugins, it covers the whole pipe rather than a single app: every device in the house managed from a single setup screen.

It's open-source and hackable, too, but the moral hazard with these concepts is always the same: the more successful they are in becoming a de facto middle-man between readers and publishers, the greater will be their incentive to research their way to concluding that you like some advertising after all.