What is up with the flood of ads in Quickbooks Online?

With great passion I hate ads that pop up everywhere I go. I suppose this has become the new normal, except in apps or software that I pay to use. QBO appears to be the exception. We don't care if you're paying to use our software we're going to paste our ads over half your screen and make the experience the same as it is browsing cooking websites for recipes for pan fried bologna. I used to get the ads maybe 1/10 pages but the last few days it has become 9/10 pages I navigate to and many literally consume half the page. If someone was trying to get me to  leave and take my business to another accounting provider I don't how they would act any differently.