Goals over design: is it worth it?

Am I the only one that saves articles on pocket (or another apps) to read them in a better typography, free of ads and annoying stuff?
Lately I’m doing that too often, because some webs compromise design to “achieve” their goals. But I’m not sure that is a good long term strategy. Or even a short term one.
Is it better to compromise your design in order to achieve your goals?
Or just to offer the best experience while you, drip by drip, achieve your goals?
It turns out that people don’t like to repeat bad experiences…