I don't want anything displayed when I lock it. I want it off. I also don't want anything displayed when I turn it on, I want instant access to my stuff.
I'm not a fan of Apple products, but I know the iPad is good for $600 (32gig version), so I feel like the price differential is somewhat reduced by ads, and I'm still taking on the risk of ending up with something like the original fire. ($240 difference)
I wish Amazon had shown a price to remove the ads along with the release and also showed an exact demo of how they work.
When they said customers are buying the best tablet, they really aren't if it has ads. Rather I am buying a lower end, ad supported tablet. From a marketing perspective, they signal low quality, rather than high quality to the customer.