they aren't failing at relevance they're succeeding at something else entirely. they're not designed to match context, they're designed to create friction. disruption was not just side effect, it's the mechanism. you don't skip because the ad's irrelevant. you skip because you're reminded this space isn't yours. that skip button is intentional friction it trains you. not to buy, but to tolerate. and over time, less skip, more forced watch, more normalisation. so maybe the endgame isnt better ads, it's users who've stopped expecting control