It's not only the coming ads and all the non-free movies (which is indeed annoying) but it also seems like Amazon just isn't making much good content. I enjoyed their Man in the High Castle series, but that's been years ago now. Rings of Power was... disappointing - I'd probably like to season 2 hoping that maybe learned from some of their mistakes and improved it, but it's not like I'm waiting on the edge of my seat. They're just not making content that's at the same level as Netflix, Max (HBO) or even AppleTV.