Doesn't this end up spiralling, though? As we've seen with Netflix, nothing stops the service from adding ads to a subscription feed. Sooner or later the pressure to grow revenues is going to force Meta to do ads on their subscription accounts (especially since they can charge a premium on those ads). Then they introduce "premium" subscription accounts with no ads, then those get ads, then there's the "excelsior" sub…
Not showing the user ads is also only half the problem. As the article said, those who pay not to view them are the more valuable advertising targets. There's nothing about those plans, as far as I've seen, that says they're not still tracking usage patterns, viewing habits, etc... and selling that info on to others who don't have a paid ad-free option.
I don't really object to ads as much as I object to the tracking that comes with them. Ad-free services that still do the tracking aren't really much of an improvement in my book.