1) is like being mad that you payed for an ad-free ebay experience, but then you used it to buy some old magazines and there were ads in them.
...so people who don't want ads are marketed to by cable TV companies, and invited to pay a subscription for TV with no ads, because _all_ the program's funding comes from subscribers
...and then either the cable TV people get greedy and start adding ads to programs already 100% funded by subscribers
...or the program makers get greedy and cut product-placement deals to get extra money on top of their 100% funding from subscribers
In either of these situations, subscribers can rightly ask: why the fuck did I agree to fund these people? They promised me no ads if I pay, and they've added ads.
The answer is: don't pay, make them lose revenue, and either they will respect the promises they made to subscribers, or they will abandon it completely and go back to free-to-air with ads, or they'll go bankrupt (or they'll keep conning people, and some portion of suckers will always fall for the "no ads! oh hey, i started adding ads to your no ads subscription, hope you like it! ka-ching!" approach, and they'll get by on duplicity)
If you are using an adblocker or just watching for free, fair-enough, the ad can be baked-in into the stream, but when you just bought a movie and in the middle of the movie there is an ad, this is infuriating.