Where else are you going to find videos to watch? Vimeo? Bing? YouTube has a dominant market position And wants you to pay for it. Their reasoning could be that if they give you enough ads that make it unbearable, you will pay just to get rid of the ads and wants you to pay for it. Their reasoning could be that if they give you enough ads that make it unbearable, you will pay just to get rid of the ads.

From a business perspective, it's completely logical.

There are different kinds of unbearable.

If Musk had simply cranked up the ads to increase revenue, it would have worked / probably wouldn't have hurt the platform like all his other changes. The problem at Twitter (from a short term profit perspective) is that his changes - or rather, what he wanted to do - were not all so simple.

Have you ever tried to use the video controls on YouTube in Safari for iOS / iPadOS? Or manage a GSuite (or whatever it's called this week) account? I'd say Google are both malicious in intent, and incredibly bad at design.