Adverts and adware as we see them now would have been considered 'spyware' 15/20 years ago. It's worth re-watching the IT Crowd scenes where someone's got ads all over their computer and they don't see the problem with it but it's obvious to the protagonists / viewer it's malware. And then through that lens have a look at a normal person's computer or smartphone in 2020. It's very disturbing