In Futurama, there is a gag where Fry finds out about ads being injected in his dreams through brain waves or something. When he is upset by this, his peers do

In Futurama, there is a gag where Fry finds out about ads being injected in his dreams through brain waves or something. When he is upset by this, his peers do not understand him. So he explains: "Of course we had ads in the 20th century... but only on billboards, and buses, and milk cartons, and [list goes on for a while]. But not in dreams! Nuh-uh!" I think what's happening here is two things: First, a personal computing device is fundamentally an extension of your own self into the digital world, functioning similar to how you use your limbs to interact with the physical world. Having a personal computing device overtly act in someone else's interest and not yours is not that dissimilar to having someone else manipulate your arms and legs to force you to go to certain places or interact with things that you don't want to. Second, most ads have the redeeming quality of being ignorable. If there's an ad on a billboard, I can look somewhere else instead or just close my eyes. If there's an ad on a news website, I can (hopefully!) scroll past it. If there's an ad in my dreams (or indeed, on my home screen), it's forcing itself on me and violating that premise of ignorability.