Ads aren't win-win. They're taking up the space of the content I want to see. Accidentally clicking on them sends some of my personalized data to who-knows-where. They often run code not vetted by the site owner, making them a security risk. Getting a personalized ad is hardly a "win". It's like stepping on a piece of poop that is your favorite color.

(I'm fine with ad-supported products, but I see it as a necessary evil of the transaction, not as a win).