As much as I want this to be true, I think this sentiment is really only popular on tech-savvy forums like HN. Most people don't use ad blockers, and I've had people get mad at me when I suggest that they do (directly in response to something where they are complaining about ads).
After some pondering I think it's peoples' insecurity misfiring. They use these complicated layered and potentially risky and dangerous pieces of technology, aware they don't fully understand them, that they work as magic that could stop any moment. Trying to understand and secure them is a massive rabbit hole. So I think there's kind of a rejection to go down that hole or acknowledge the problem or, most of all, face the vulnerability and exposure.
My 100 Croatian lipa fwiw :-)
People that aren't tech-savvy don't want to think about tech any more than they already do. Having to understand something new about tech is just another problem to them. I'm not saying that as an insult - just an observation.
But you gotta have a very good relationship with someone to just do that I guess