Honestly it sounds like someone was paid to do something about adblocking and just like... did something. Like if you were tasked with reducing adblocking, and your first and most obvious idea of "reduce the obnoxious ads" was disallowed because enshittification is mandated, you could say no, which most workers won't do, or you could just do whatever random bullshit feels like it might work because it's punitive. Or at least it's a gesture that shows your boss you're trying.

Authoritarian systems like capitalist corporations are inherently low-information for exactly this reason. People on the low rungs doing the real work who understand what needs to be done will typically not report problems to their superiors. And when they do, those superiors tend not to listen, because the idea that lower workers know something they don't threatens their leadership status.

Also our society's legal system trains us to believe punitive measures must do something even though they don't.

Also I guess another reason they might wind up at this strategy is that straight up telling users that the problem is their adblock is the fastest way to get adblockers to block your countermeasure, so they think they have to be sneaky.