This is an amazing article. I’m serious. Very well written. This is my favorite part:

I asked Higby why they were bringing ads to the fridges. He said via email, “This pilot further explores how a connected appliance can deliver genuinely useful, contextual information. The refrigerator is already a daily hub, and we’re testing a responsible, user-controlled way to make that space more helpful.”

This is similar to the justification Panos Panay, Amazon’s head of Devices & Services, made to me last month when I asked him about advertising on its Echo devices. He said it was looking to be “elegantly elevating the information that a customer needs.”

Do these people actually believe this? Do they see advertisements in their own lives and think, “ah yes, that was useful and contextual. That was a helpful ad, elegantly elevating my information.” I’ve seen some delusional people in executive-level roles, but that would be a special new class of delusion. Nobody likes ads. I recognize that some people have higher and lower tolerances for them, but nobody is actually grateful for them. Right?! I need to believe this is true.

Both companies claim they want to offer “curated,” “relevant” ads that might “enhance the experience.” I can buy that to some extent when it’s ads for features that your smart fridge or smart display offers. This tech is complicated and capable, and most people only tap into a fraction of what their devices can do.

That’s generous. But ok, maybe I can grant the premise.

But there is no future where third-party advertisements will ever be welcome in people’s homes like this — even if they happen to show me a brand of pet food right when my dog is looking at me with hungry eyes.

Right. Exactly. No matter what, I can think of no situation in which an ad is serving the customer’s interests. Maybe in the case of a coupon? But even then, I think it’s dubious.