Google is essentially saying that Chrome will still have the capability to block unwanted content, but this will be restricted to only paid, enterprise users of Chrome. This is likely to allow enterprise customers to develop in-house Chrome extensions, not for ad blocking usage.

For the rest of us, Google hasn’t budged on their changes to content blockers, meaning that ad blockers will need to switch to a less effective, rules-based system. This system is how blockers like AdBlock Plus currently work.

One of the original concerns of switching to this system was the fact that Chrome currently imposes a limit of 30,000 rules, while popular ad blocking rules lists like EasyList use upwards of 75,000 rules.

Google’s primary business is incompatible with unimpeded content blocking. Now that Google Chrome product has achieve high market share, the content blocking concerns as stated in its 10K filing are being tackled.

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Google themselves have even admitted as such in a recent SEC Form 10-K filing by Alphabet, uncovered by Hill, in which ad blocking extensions are labeled as a “risk factor” to Google’s revenues.