Your analogy is flawed. There are no ads on the home screen of any Kobo device running 2.3.1. There is a link called "Discover". That is not an ad. This is significantly different from pop-up graphics used in television, which are most definitely ads.
There was a brief period of time when the carousel defaulted to showing "Recommended Reads", which was definitely advertising. Those days are long over.
Also, I am unaware of any era when cable tv was completely without commercials. Cable has always carried OTA signals; those signals have always carried commercials. I'm also unaware of any paid station (those that receive revenue directly from cable companies) that accept paid advertising. They do in-house advertising, true, but that is a fairly different beast.
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