you only have one option in your poll.
anyways, yes and no. i believe that front pages should be free of popup ads, and if they want to have them on the rest of the site, they should put a disclaimer. anything further, is your own fault since you are proceeding, hopefully, of your own accord.
not analogous to virii because you get those just by checking your email. in other words, they come to you, you don't come to them. but you can't absolve the offending party completely, because the site is publically accessible and users have no way of knowing that it has popups.