What gives you the impression that a site has the right to force you to view ads?

Also, what bizarro universe are we living in where viewing ads is seen to have some sort of value or merit on its own? If I were to watch broadcast tv, for example, and in one instance watch all of the advertisements dutifully and in the next skip all the ads with a dvr but in both cases on no account be influenced in any way to buy the products advertised, is there a difference (morally or commercially) between either behavior?

I would suggest that I have no more obligation to watch advertisements than I do to buy anything being advertised.