Business wise makes sense google's cashflow is based on shoveling mostly shitty ads at people and youtube allows people to self select for more profitable ads.

Longterm will continue to harm google's product of search and youtube media products as it will motivate some people to figure out more ways that are more costly to google to dodge ads.

Human side wise this is starting to feel like the strangest form of corporate bullying. I want to believe that the motivation is to push up the demand for the strange mix products that is youtube premieum.