If they put their content up without charging me for it, then why wouldn't I deserve to see it? If the deal is "look at this ad in exchange for viewing the article", then they could key on the ad as a password for the article.

But that's obviously not the deal, because your traffic would plummet as many of your visitors would reject that deal. So don't pretend an agreement exists here. Visiting a website is not an obligation to view the content or the ads.

The agreement is between the website and the advertiser. They have obligations to each other, we don't have obligations to them.