As much as people hated the display advertising common on the old internet, I'd actually argue this is far worse.
Instead of clear delineation between what's an ad and what's content, combining the two together just creates even more sinister incentives. Even the most good-hearted, honest and trustworthy "creators" can't escape those incentives over time. I've seen so many of my favorite creators head down that path I just expect it at this point.
Even the formerly trustworthy Wirecutter has lost its reliability post-NYT acquisition, clearly favoring products that offer affiliate payouts.