Amazon is adding full-screen video ads that will play when you start your Fire TV unless you quickly perform an action on it. […] “Our focus is on delivering an immersive experience so customers can enjoy their favorite TV shows and movies, as well as browse and discover more content they’ll want to watch. We’re always working to make the Fire TV experience better for customers and have updated one of the prominent placements in the UI to play a short content preview if no other action is taken by a customer upon turning on their Fire TV.” Amazon said in a statement to Cord Cutters News.

Sure, that’s definitely a feature for customers. Especially the fact that you can only click it away in the first few seconds. I also love to have my ads be immersive. Biggest pile of bullshit I’ve heard this week.