People are generally okay with some ads. It's the quantity and aggressiveness and propensity for making the content worse by how they inject them into the videos that people don't like. Yes, their infrastructure costs money to run. But their service is only possible because of the people who make videos for them and the people who watch them. It's always been a give and take relationship. They've just been gradually deciding over the years to take more and more as their monopoly over a certain category of digital media has solidified and people have responded in the way people always do.