We need legislation to protect from ad placement. It should not be the case that advertisers can get to you on your premium devices in places they could not to begin with.
Manufacturers should have to outline in their launch and marketing material where ads are going to be posted and after that they cannot expand it.
I remember the PS4 having a load of bullshit apps waiting to be downloaded too, I bought the most expensive version you sell, how am I to escape ads if not through that.