FWIW, the ads are not on the platform level, but inside individual games and apps. For now. (I also despise ads)
IMO that's worse. You spend more time in game than on the menu screen. Sadly this is likely a pandoras box we will not be able to close.
Valve has tried that a long time ago too and it wasn't successful. There's still some hope.
Can't even use escapist reality to escape from ads now.