"The debate around ad-blocking is one that’s likely to rage for a while longer, but using a plugin in your mobile or desktop browser is a wholly different proposition to stopping every ad on every site before it ever gets to your device." Shine is a new network-level ad-blocking service for its mobile network operator customers. "The impact of that is one that could well lead to a fundamental shift in the way in which advertising is approached – and that might not be a bad thing – ads ruin your online experience, right? But it also might be. Advertising pays for the websites and services you use every day for free."