Definitely not looking forward to the day of ad-supported ebooks. "Sponsored" paragraphs injected into the middle of a chapter? Or maybe flashy banner ads alongside? Sounds like a nightmare.
[1]: https://gmkeros.wordpress.com/2011/09/02/terry-pratchett-and...
Honestly, I'd much prefer that model for books over the forced Adobe DRM or vendor-specific stores that the industry seems to be trending towards.