Recently I've noticed that the Uber app (which I grudgingly use instead of Lyft due to a decline in drivers over the years in various areas near where I've lived to the point where it wasn't a viable option most of the time) will show me adds when I open it to check the ETA during a ride. This is something where I'm not paying a subscription but literally paying for the ride itself, because I obviously don't check the ETA of anything when I'm not riding. I guess this is their way of trying to find a path to profitability other than self-driving cars, but I'd genuinely rather pay an extra dollar or two per ride than have an ad take up close to half my screen.