Their proposal is quite sound; ads for those who want them; noone else.
I assume you're talking about no_lj_ads here. Only that is misleading, because that is the LJ proposal as well. They're not forcing anyone to have ads, but they are making the option available for those who opt in, with some carrots to encourage them.

I thought it a decent plan, myself. It's not something I'd go for, but it's not like they're replacing free with sponsored, so I'm not being forced in any way to go for it.