I once worked in a European office of a big US company a while back where I negotiated a fair salary, they agreed, and then on the first day the contract arrived and fully 25% of it was a “bonus target” that I was assured everyone always got every time so I shouldn’t worry about it.
Inevitably, it was the first thing to go as soon as a new CEO came in with the task of improving Earnings Per Share, giving me an instant 25% pay cut. What’s shittier is they announced it after the period it applied to, so it was a retroactive 25% pay cut as well. Luckily I wanted to leave anyway for other reasons, so I took them to a tribunal and got paid, cause you can’t pull that sort of shit in Europe. My US colleagues didn’t fare so well.
In classic fashion they’re doing it in a way where you can choose to not have them by not using particular display options, so that they can say with a straight face that they’re not forcing ads on you. Then once this bullshit is normalized and into everyone’s homes, making it non-optional on all screens is a much smaller leap in comparison.