Don’t worry, they’ll keep doing that too.

Adding ads is probably so ridiculously profitable that they know a lot more people would leave.

Most people who pay for prime, do so for the reduced shipping costs Prime video is just an add-on.

Putting ads on the video generates extra income without necessarily losing subscribers. So putting ads in the videos creates a new revenue stream with close to zero downside for them. It’s an MBA’s wetdream.

Somebody crunched some numbers and decided that they’d keep more customers by making an optional fee instead of raising the price for everyone