Traditional bait and switch when the rubes get smarter (or dumber) about their browser settings. JS has a lot of value, true, but it has a lot of "evil" possible as well. JS is off for me at all times even on sites where it might make a difference. We're experiencing the well-known behavior of the masses for "just give it to me" and vendors (browsers) doing all they can to oblige (turned on by default) because all the websites (g, too) are moving in a different direction (more JS).
Not quite a rant... just a fond memory of the bad old daze (sic!) when the web was a different kind of (html) beast. In this time it appears there are 666 ways to hide, obfuscate, diminish, mislead, lead, down the garden path... whoops! In SEO mode! :) (that's a joke in case it was missed)
Seriously... experience the web with JS OFF and ADS BLOCKED for a week to see what the web has become (ie., what you miss and/or rely on).