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Amazon's Fire TV is Adding Full-Screen Video Ads That Play When You Start Your Fire TV
(cordcuttersnews.com)
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Then you have the mainstream user that can't be bothered to even install an adblocker. It is mind-boggling.
You underestimate how scary it is for them to do anything out or the ordinary. Most "normal people" and I include people like project managers in a tech company, really think things will blow up if they mess with any settings.
This is why the default browser setting is so valuable.
The mainstream user doesn't care enough to install an adblocker