Good question, Charles! I think it says they're grasping at straws to increase their ROI per user (which makes sense, since users sharing paid accounts is one of their primary issues, as it lowers each user's LTV), and for companies with big enough budgets to spare on widespread brand awareness/visibility marketing, it will probably be a line item in their budget that could provide a healthy stream of revenue to Netflix. Though product placement and brand deals within Netflix-owned content might be a more effective (for advertisers/companies trying to sell to the viewer audiences) and similarly lucrative option. I'm not suggesting ads are going away altogether or anytime super soon, but I am suggesting the advertisers may become more critical and discriminating with their ad budgets.