I knew this was the case but the reminder is just more motivation to revert back to purchasing optical media, ripping it, and using mpv on a computer. I don't want my entertainment to be tied up with advertising. I don't want my whole life to be subject to metrics.
Advertisement works because most people do not feel this way and are ok with metrics and adds as long as they get something back. Is that ok, or is there a rational argument why everyone should feel bad about being subject to metrics?
(It's not like they wouldn't do it if they knew how; remember the popularity of VCRs? Their main use case was that on a recorded show, you could fast-forward through ads.)
People are not OK with metrics; most population has no understanding about the extent to which they're being surveilled or measured. There's also a growing feeling of helplessness, because the more the snooping is becoming known, the more apparent it seems that it's the same as with advertising - unless you're a tech-savvy person, you have no choice at all.
EDIT:
A big part of the problems are the constant lies of omission. I believe much fewer people would be willing to connect their TVs to the Internet if on the box, next to "you can watch Netflix from your couch", there would be text saying "we'll spy on you as much as we can, and this data might wind up at your insurance provider". Or an asterisk next to "Netflix" explaining that "the service will work until we get bored or they change their API, i.e. for about two to three years".