Hilarious! The AdTrap video is being blocked by an ad, which says, "Congratulations, you won!"

Useful, but will probably be bought out by a major router company, and probably integrated into their system.

Or perhaps bought out by GOOGLE. ;-)

Nice try, Jim. But that "ad" was very much part of the video, and serves to highlight the whole point of the device. Did you miss the tongue-in-cheek "x 2, Bonus Goat"? It was an intentional gag!

I like the idea of an ad-free environment, but I am worried about the cost.
Not the cost of AdTrap units, but charges for the currently free-to-access sites I currently use once they lose their advertising revenue.
Because "there is no such thing as a free lunch" I will be asked to subscribe to Facebook, Yahoo or Google mail — and even Gizmag. (Don't tell me you never noticed the adverts they carry?)
Answers please anyone...

I endure ads in lieu of paying for content. If this device takes off and the revenue stream that ads give content providers dries up, what will happen to free access to content?

This has all the hallmarks of a solution looking for a problem.
I work with computers and I have to say, what ads, I don't see any on any of our equipment on the network. I suppose if I shut down the filters we have they might appear in browsers.

But if you block all of the ads, what will become of Gizmag, which is an ad-supported site?

Dell Optiplex GX620 SFF Computer: $50 Extra NIC: $10 pfSense router / firewall OS: Free
I use this on my home network, with the same outcome: No ads, ever.

$125 is a little steep for this device. I can take a $35 Raspberry Pi, add an additional net interface for < $20 and that can serve as my ad blocking server.