That's as may be, but if I had a site and could only pay the bills with pop-ups, I'd find another hobby. Surely there are advertising agencies with flat banner ads...I see them all the time and they pay the bills, too. But as long as MSIE is the dominant browser, his bills will get paid from this practice and the ad agencies will never return to the non-annoying variety of ads.
There used to be a practice on television of when the commercials came on, the sound would blast out much louder than the program. That's what pop-up ads remind me of. Having something shoved in my face is not going to make me buy something that could have had a more pleasing approach as a banner ad. And anyway, the ads pop up and go to the back of the task queue, so it seems to do less good than the banner ads anyhow since they just pile up in the background.