I think what is interesting about this idea is that a lot of television ads are noise. they don't bring any value what so ever. the other class of ads are so well thought out that many mistake them for content. For me, my friends and the people I follow on instagram spend time crafting photos, sure there are some pictures of food. If Instagram/Facebook can ensure that the videos that I see in my feed are crafted that they fit the look and feel of instagram then sure let them in, but I could do without garbage ads.