Apple's iOS 9 (the new iPhone operating system) contains a very special feature that enables third-party app developers to develop Ad Blocking tools. These tools, which have been around for PC-based web browsers for years, are probably better described as "content blocking" because they allow you to block all kinds of noncommercial stuff (also because there is a heated debate as to whether or not ads are "content"). Pundits and students of the commercial advertising business have identified this technological achievement as the beginning of the end of days. Others cite history and say the industry will get past the problem. After all, content blocking is not new; it's just newly relevant. Right?