Boiling a Frog

I don't generally watch a lot of shows on Amazon Prime - we're mostly subscribed for other things, and most of what I do watch is elsewhere. But as it happens I have recently found myself watching two shows in sequence ("Rings of Power" and then "The Rig" - the latter I recommend, by the way), and the adverts have been bothering me.

For a long time, Amazon Prime didn't have any adverts, and that was good. Then they introduced the adverts, along with a surcharge to get rid of those adverts. But at that time the adverts were few and far between, and often they put the adverts at the start of the show and so once you actually got to watching you could watch without interruption.

And that was fine.

But what has been very obvious while watching these two shows is that things have been getting worse all the time - there are now more adverts, more interruptions, and those interruptions seem to be worse integrated into the show, sometimes even seeming to cut in the middle of a sentence.

I would assume that this is mostly about Amazon really wanting us to pay the surcharge to get rid of the adverts. And I'm quite sure that they do indeed want that money.

Except that I'm reasonably sure that it won't stop there - I fully expect them to start having people sponsor their various shows, meaning they get a dedicated advert before the show starts (or, perhaps, even during the show). And one of the conditions for that sponsorship, and one of the things done with other streamers where you pay to "skip the adverts" is that the sponsorship is not considered an advert, and so can't be skipped.

Basically, they're looking to boil the frog, to gradually turn up the heat to extract the absolute maximum amount of money they can from all sources.

But there comes a point where instead the frog jumps out of the pot. Amazon Prime is one of the weakest of the streamers (as I said, we're subscribed for other reasons), so maybe it's time to let it go.