Users and advertisers are about to get involved in a dust-up over the role of content blockers, with much of the internet caught in the crossfire. Mozilla is hoping to play peacemaker by proposing a set of three golden rules that will create a "healthy, open web." The most notable is probably the idea that the firms providing browser extensions should be "content neutral," only screening out items that the user wants to avoid. That means blocking malware, pernicious tracking software produced by advertisers and bandwidth-heavy video ads. It's also a subtle two-fingered salute to companies like AdBlock Plus, which lets Google, Amazon and Microsoft amongst others get around the block, so long as they pay a fee.