Imagine if the purpose of highways was the billboards. The need to go somewhere is just the content to get you out and seeing the ads.
But the short answer is that I'm irritated by how ads have become the focus and content has become the excuse to get people to see the ads. Ever gone through a magazine like that? Where the articles and such are all just fluff so they can call it a magazine, but really it's just a book of ads.
Netflix, is a response to, among other things, TV commercials and 30 minutes of ads before a movie at a theatre. I think Internet ads are going the same way. Clearly people don't want them. Clearly efforts to hide ads are having a serious impact to the bottom line. So content providers need to evolve. I like the Patreon model a lot.