It is kinda interesting how like every company seems to go through this flow of highlighting that something is an ad (usually even with some differing background color like what Google used to do!), and then they just pull back differentiators more and more until it really is the smallest minimal marker possible

They are inching forward closer and closer to the regulators lines to see what they can get away with without rousing the bear.

For sure it seems intentional. I wonder if they used to be more afraid of the FTC.