I suspect the advertising business is partly an effort aimed at hamstringing Google and Facebook, as they are essentially ad businesses with various consumer front ends. Or, a more Machiavellian explanation is that to Apple it's essentially free money, and the latest leadership - simply looking for bonuses and promotions - are pursuing it simply for their own benefit. It's clearly not being done in the interest of Apple's users.

Microsoft is playing this same game - I got a new Windows laptop for testing, and finding all the settings to turn off "promotions" and other "suggestions" was like a reverse treasure hunt.