I've only bought ~10 Kindle books over the years because DRM, but had been getting more open to it. Then just recently they started delivering ads to the iPad reader as 'notifications' with a red icon that won't go away until you tap to see. They may think that's a minor new feature which they only use occasionally, and which their average user will appreciate. But to me it looks like the start of "I am altering the deal. Pray I don’t alter it any further."