However I think that it is not very speculative to say that, if more people knew about content blocking, more people would block unwanted content. My intention behind assuming his knowledge/competence was only meant to exclude nescience from the list of potential reasons for him to not block content.
Personally I'm thinking that since he's the CEO of a company which monetizes on ads it could be that he wants to follow ad trends, see what's going on in the ad space, what other people are advertising etc.
