The ads were the reason why I decided not to replace my old, 2nd-gen Kindle that I had dropped on the floor. I am tired of being constantly bombarded with ads in every aspect of my life - billboards, radio ads, tv commercials.... We dropped Directv a few months ago and went to nothing but Netflix, Roku, and broadcast tv. Tv ads in my life have dropped about 80% and I couldn't be more pleased. I refuse to pay the extra $20 for an ad-free Kindle.