Steve Jobs actually envisioned building an ads product where the ads were actually beautiful and enhanced the user experience, in his final years. That was the idea behind iAd. I occasionally get these types of ads from youtube where I'm actually glad they showed it to me. No other ad product has ever met this bar for me including fb so that's why I think they deserve the market's current skepticism, that and allegedly selling political ads at different CPMs to different parties (this is not legal in other types of media).