But some of Apple or Spotify Premium's recent moves Re: advertising show that even those who _are paying_ end up getting the ad experience eventually.

The old "If you aren't paying for a product, you're the product." adage doesn't apply anymore when even if you're paying, you're _still_ being productized.

The real problem is increasing concentration of _everything_ into ever-fewer (viable) players.

Doctorow's book "Enshittification" goes into way more examples of this phenomenon (though I'm far less optimistic than he is about the ability to reverse this trend).