I was told by someone on Facebook that if you go to the ROKU settings under"privacy", you can eliminate or minimize the number or frequency of ads while viewing programs that contain them, but I can't find a setting for that anywhere.
Of course, anything you read on FB is the truth, right?
I agree the ads are necessary in a free program, I was watching "Leverage" on the Electric Now app, and the ads were a bit annoying as they popped up in the middle of a scene, breaking up the continuity big time, about 3-4 times during the program. It was suggested I try watching it on VUDU, and their free program includes ads, but only 3 short ones in one break, I can live with that. Guess I better ask Dean Devlin about that, Electric Now is his baby.