Ads weren't built-in to TVs by the manufacturers who you bought the TV from, they came with the separate cable TV services, which were always optional AFAIA.
Either way, just 'cause it was being done scott-free in the past doesn't make it acceptable. Simple regulation requiring ANY form of further monetization be explicitly disclosed to end users up front on the product page will make significant difference.
I hate ads as much as the next guy but you analogy doesn't really hold up. Ads have been on TVs and cable service that people have paid for many decades now. This is nothing new. The OS you are licensing and don't own it and in this case of Apple Wallet it's a free service.
I am not saying there should be ads on Apple ###### because their users pay more than enough but it's not a practice that is ever going to see much in the way of regulation oversight. Sorry...
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