Isn't it what it's supposed to be? I mean, their purpose is to persuade me do something that I otherwise wouldn't want to do (usually, to buy some product). How is this not hostile to begin with?
Somewhere along the line I think marketing people found themselves singing to the choir of intrusive ads, just as devs find ourselves singing to the choir of Agile (with a capital A) and whatever else might fancy those on top.
It's like why most people in real life don't say "hey, I'm open to sexual intercourse, just in case you were wondering".
Some kinds of information are simply not desired at all times.