On March 5, 2010, "Ars Technica" experimentally blocked readers who used Adblock Plus—one of several computer programs that stop advertisements from being displayed in a web browser—from viewing the website. Fisher estimated 40% of the website's readers had the software installed at the time. The next day, the block was lifted, and the article "Why Ad Blocking is devastating to the sites you love" was published on "Ars Technica", imploring readers not to use the software on websites they care about: