They had premium light which gave you just a no ad experience and nothing else for about $7/mo. Totally reasonable, I was happy to pay it. Then right at the same time they started going nuclear on ad blocking, they killed that plan and forced everyone to move to a plan that costs about 70% more and added a bunch of stuff I didn't ask for and will never use. They had those added services available already prior to that change. If I had wanted them I'd already be subscribing. This was just a greedy cash grab.
They'll just keep jacking the price up and decreasing the quality of service and mining your data and annoying you with ads and algorithmic bullshit just up until they can't anymore and it stops being optimally profitable. A lot of people will just put up with it, but they lost me as a customer.