Calling them "non-intrusive" is blatant deception.
They talk about allowing some non-intrusive adverts to aid website owners who rely on advertising revenue (like this place).
"Sponsored adverts" would me more accurate. They are saying 'pay us and we will let you through'.
Imagine if other common filtering software started doing this? What if, by default, an anti-virus company started accepting payment to ignore adware on your couputer?
Far fetched? They have already been doing this with government spyware for years.