The original Google whitepaper warned against the exact moves Google made years later with ads. It's fun to go back and read their thoughts on ads and how they completely change the incentives of the search provider. "fun" in that they were right and search quality has decreased considerably because of it.

Everyone despises ads until other revenue streams run dry

I know. I thought the same. Still, part of me wants to believe that something else will come.

He also founded OpenAI as a non-profit.