There's absolutely no after thought to this decision - If I paid 1000s of dollars for an "idiot box" that's supposed to reproduce faithfully the signal that I pass it, showing ads is unacceptable, no matter what the context or reasoning is.
This is one of the reasons I paid the premium and went for a Sony instead. They haven't done anything stupid like this yet, and I don't use smart features on the TV anyway, so I don't plan on updating the software either. Hopefully they face backlash over this stupidity and this doesn't go on to become a norm.
That would be really, really terrible.