Having more and more ads sounds like an end of market cycle thing. Like when there are no more billions of untapped users, but you have to show revenue growth, so you crank up the ads to an unsustainable number and sneak towards the exit before it all comes tumbling down.
Growth for the sake of growth has a well-known biological equivalent: cancer, and its end-game is monopolizing all resources and killing the host (and thus itself).
