Prime's gonna add more ads. They brought in ads in January, and people didn't cancel their Prime subscriptions, so Amazon figures that they can make Prime even worse and make more money:
https://arstechnica.com/gadgets/2024/10/amazon-prime-video-is-getting-more-ads-next-year/
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https://pluralistic.net/2024/10/03/mother-may-i/#minmax
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