What if your ISP installs ad-blocker in its data center?

According to rumors, European ISPs would plan to do so. But is this a good idea?
What would be the faceless internet advertisements, including those from Google? Need I remind you that without the pub, most free services we consume daily on the canvas would pay?
According to rumors, would provide ISPs in Europe to install ad-blocking software, developed by an Israeli firm in their data center. The information comes from the Financial Times, which has even had confirmation of the existence of this project, a senior official of one of the operators concerned. It has even indicated that it will be a service to which users can subscribe and that blocking could also involve mobile networks.
For now, the information is not yet official. But such a move could undermine not only Google, but also millions of websites, whose business model is based on online advertising.
After, you might say that this idea is not new. Let us recall that in 2013, Free had tried to block such pubs with an update of its routers.