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yes, I am also seeing this and I'm so upset about the change. I LOVE Google now before the update, these ads just suck. I also am a paying customer (Google Music, YouTube red, G Suite, Adwords...) and really think I "deserve" to have an ad-free experience.

my favorite part about Google Now was the wide-range of news it would show, all tailored to my preferences.

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Good to know it's not just me. I've reluctantly been pulled into using the feed (as you say it has some nice features, and it's right there on my phone when I swipe right, so hard to avoid...), but this recent change has really put me over the top in terms of annoyance with Google's tracking behavior, especially in light of recent changes to Chrome.

I'm hoping it's just a bug/oversight, but I wouldn't put money on it...

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