I guess the point being Youtube versus Youtube without ads is as different as Coke versus water. But you're point holds in that people think they are the same service, as the ads bit, no matter how integral, is seen as 'other' than the service. This is a big win for the service provider. I remember when RyanAir charged £5 per flight plus £50 unavoidable add-ons, you ask anyone how much they paid, they said £5. Seems like the same thing here - we give the service provider too much kudos, it's as though consuming a service makes it part of us, so we big it up no matter if it's taking us for a ride.