Yup. Just how cable TV started as "you pay extra for it, but you don't get any ads!" and then when they realized they had everybody hooked, they started showing ads.
Same thing with streaming services. Pay money for a service with no Ads. Oh what's that? Now that they realize they are your primary source of content, they are going to turn ads on unless you pay extra? Boom, gottem.
Paying for a service is generally going to result in less of a push to monetize the data though, especially if it's a smaller provider or a private company.
We can't just give up and stick with ad supported services, but then not want to see ads... Ad-supported services are always going to have to try monetize you somehow, whereas paid services don't always need to.