But then I see an "unpopular" "demand" to see more ads in my link unit results, which are pretty decent (on one site), on a par with my ad unit results.
I don't care about "most surfers"; I care about the tiny minority of 1-2% of surfers who might increase to 2-3% of surfers who do study ads and, more to the point, click on them.
If my CTR goes from its typical average 1% to average 1.2% (i.e., a 20% gain) because of this new scrollable ads feature, hey, I won't complain. ;-)
If some ("most"?) publishers want to ignore "little" improvements in their CTRs (hence revenues) at the margins, who am I to argue? ;-)