The Amazon Fire TV just got a lot more annoying

By moving banner ads into these menus, Amazon has made navigation less efficient. You can no longer see as many viewing options from each menu section because a banner ad is occupying the space where a content row used to be; and in general, everything takes a little more effort to reach. The ads become a persistent reminder that Amazon’s business goals take precedence over your experience as a user. – Jared Newman, TechHive