Exactly, we see this play out clearly with streaming apps. Disney sells a subscription to remove ads, then one day they change their mind and now you only see “less ads” and they introduce an even more expensive plan that removes ads. The behavior should be criminal yet every major streaming app does this.

These companies like to pretend ads are the pro-consumer approach when in reality they’d much rather scale through advertising than anything else. They get to increase revenue without touching acquisition cost. The only loser is the poor chump trying to watch their favorite TV show.