This seems to follow a progression

• No ads
• Non-intrusive ads
• Intrusive ads, but you can pay to make them go away
• Intrusive ads, but you can pay to make them less intrusive
• Intrusive ads and you have to pay just to see the content
• Content becomes ads
• Ads pretend to be content (see Dr. Pepper’s “Fansville”)
• Award categories for ads are featured in major award ceremonies
• Award ceremonies just for ads go mainstream

Actually not sure what’s real vs hypothetical at this point.