For many people, Netflix is a refuge from advertisements and commercials.  It was nice while it lasted.  Netflix is dipping their toe in the water with ads for folks using the Xbox 360 client.  http://gizmodo.com/oh-goddamn-it-netflix-is-testing-ads-1708225641 and http://cordcuttersnews.com/netflix-starts-testing-pre-roll-ads/

Now rest assured, they have "no intention" of advertising 3rd party stuff.  It's being positioned kind of like trailers before a movie at the theatre.  Remember, back when you used to just get trailers at the theatre?  Like that.  And just like that, I'm sure it'll grow to be more frequent and more inclusive (of other advertisers).  Even if I'm wrong, there's only so many times you can tolerate an unskippable trailer for House of Cards.

Reminds me of College Humor's "perfect" DVD menu.  http://www.collegehumor.com/post/6986744/how-to-design-a-perfect-dvd-menu