Unfortunately the exact same thing is happening with Apple TV right now. A really great box but they are absolutely jamming Apple TV+ down their users’ throats.
This is indeed annoying. But it's easy enough to fix with pihole. That just leaves 1/3 of the home screen being wasted space.
P.S. They made the homescreen button goback to A the Apple TV app a while ago. This behavior can be changed go make it go back to the home screen.