I guess it depends on what your threshold for "advertisement" is...

Is a video tour of the Grand Canyon a National Parks advertisement? Is someone fixing their broken-down car and advertisement for that car brand? Is a guy tearing down a drill an advertisement for that tool brand? What if he talks about all the shitty design in the tool? What about if most of his videos come down hard on the tools, and then one he declares "not teabag" (Canadian for "not too bad")? Is that an advertisement for that brand that didn't suck? Are political commentary videos advertisements for a party or politician or idea?

Are cat videos an advertisement for cats?

I guess it depends on what you are getting out of the video. I, personally, mostly watch youtube videos to be entertained or to learn things. Now, many of them will change my perception about brands or ideas, either positively or negatively. But, to me, they are serving a "higher purpose". Hell, I've even watched make-up videos like you describe (my daughter needed help with doing winged eyeliner), so I know what you're talking about.

I'm not saying your point is invalid, it very much is. I have a pretty low threshold for traditional advertisements. But I think it's important to talk about the good and the bad, because there's a lot good on youtube that can get painted bad by ideas that all of this is advertisements.

But the paid shills? Ugh! They have to be teaching or entertaining me a lot for me to be able to stomach them. I'm looking at you, Wranglerstar.