The New York Times - Breaking News, World News & Multimedia

I noticed today for the first time that the NYTimes.com site as a "minimize ads" button up near the top of the page. Maybe it is there because of the obnoxious Mac ad that appears there. The minimize ads button is a good idea but at least I need to wait a long time after clicking for it to take effect. It seems like almost as dumb an idea as accepting the Mac ads in the first place. Why cannot newspapers create a more seamless presentation of editorial and advertising content on their sites? I am not suggesting any compromise on the bright line between the two, but make it easier for the customer to consume it all without one working relatively well and the other slowing down the whole process. Why can't the consumer experience design the page and its presentation instead of us being forced to accept whatever each contributing party - editorial and advertising - sends down the internet pipe?