to advertise or not?

I won't beat this one too much (obviously as I'm involved in a business that's heavily advertising based)... I was cruising some of the news resources today and ran by one... I'll call it the geo coffee shop (figure that one out)... I'm very used to online ads etc... and don't really mind all the blinking etc... but 17 ADS on one page... ouch! when I counted the banners, google ads, yahoo! ads yadayada there was 17.... I have to admit I had a hard time deciding which one I should click on ;0)