They should be opt-in, not opt out. And opting-in should come with some benefits. For example, you can get Kindle cheaper if you can live with ads. I can, kind

They should be opt-in, not opt out. And opting-in should come with some benefits. For example, you can get Kindle cheaper if you can live with ads. I can, kind of, understand ads if the OS were free. But someone who bought the OS for full price shouldn't have to deal with them.