But some of Apple or Spotify Premium's recent moves Re: advertising show that even those who _are paying_ end up getting the ad experience eventually.

The old "If you aren't paying for a product, you're the product." adage doesn't apply anymore when even if you're paying, you're _still_ being productized.

The real problem is increasing concentration of _everything_ into ever-fewer (viable) players.

Doctorow's book "Enshittification" goes into way more examples of this phenomenon (though I'm far less optimistic than he is about the ability to reverse this trend).

Amazon Prime is the same way. Thanks for paying, please watch ads for first two season of The Boys. Also look at this catalog of movies you can rent for an additional fee.

The "low-cost airline" style of business.