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I don't even really have a problem with ads in reading, and I note that he concludes this bit with a discussion of magazines and newspapers, which usually do have ads. I just thought it was kind of a bizarre combination -- he starts out by talking about advantages to the (human) reader, and then throws the stuff about ads in there, as if that's to the reader's advantage. If you're going to have to put up with ads anyway, then I suppose having them be more targeted does make them somewhat less annoying (and, I admit, possibly more useful). But the idea of ads in "new and richer formats" intruding into my enjoyment of, say, Stephen Hawking's A Brief History of Time doesn't sound like and advantage to me.
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