A tech-unsavvy user often dislikes "targeted advertising", as much as I could observe. For one, for the weird cross-media targeting effects, when a person sees the same ads, or ads about the same thing, like a fridge, following the user on many unrelated sites. It's most annoying when this keeps happening after the user has bought a fridge, and is unlikely to buy another just yet.
A less recognized but more annoying effect of ads is that they consume as much CPU and network latency as possible without making some sites outright unusable. The user says: see, I have this new and powerful computer, and this new and fast network thingie — why is the internet so slow? This is when installing even a simple ad-blocking extension shows the difference very vividly.
BTW I think that truly targeted ads can be useful — such laser-precision ads in Facebook showed me a few niche communities that interested me, e.g. dedicated to chiptune music creation. But most ads I see when I browse without ad-blocking are pretty lame, maybe 2% are well-targeted (and then I click on them). I keep a separate browser profile without ad-blocking to see what the internet is like for a vanilla user. OTOH the amount of tracking normally present on innocuous sites is surprisingly large, and slows things down rather unpleasantly, even if the ads are served instantly.
So yes, the internet full of ads is the norm for last 20+ years, and no, "normal users" do notice the impact of it.
On the contrary, the most likely moment any random person online is to buy a fridge is just after they bought one: we know they had a need + awareness of the desired specs + intent to buy, so it's really just a question of convincing them that fridge B is better than the one they bought.
Buyer's Remorse is basically free in many countries, ex 14 days to return item in the EU.