Part of the issue is that ads are an escalating infection. Anytime a platform tries to implement ‘sane’ advertising practices (small footprint, no annoying sounds or motion, etc) it inevitably creeps into more and more abusive interactions with users. Just look at how bad YouTube has gotten. Look at how far Google search has fallen. Ads are like crack. You can’t just do it a little bit. You get hooked and you keep escalating until you’ve ruined everything with it.