Soon it will be just like over-the-air TV, except you're paying Amazon $180/year for the privilege of watching their ads.
One of the reasons Prime Video Ads hastened my departure from Amazon Prime is that I was having an issue with them ... finding my apartment. I live in a pre-WW2 building and for reasons I still cannot figure out they can get their packages here but not groceries. It is not fun scooping up a bunch of bags of groceries from in front of the wrong apartment and lugging them all the way up to mine. Unfortunately for Amazon a broken foot enflamed it into a big issue.
What's that have to do with ads on Prime? I'm generally okay with paying for ad-free service, and normally I would have with Prime. But imagine a scenario where I'm like "oh.. they made it a hassle to accept the grocery order, but I really love the Boyz, sigh I'll just put up with it..." In short if I were to go that route I'd just be giving them leverage to tolerate shittier service.
I think your prediction is correct, I just hope others will start noticing the problem this sort of thing can cause when bundling is introduced. It's difficult to do these days but I don't have one vendor providing multiple services* anymore in my house.
* Examples: I used to have Spectrum for TV and Internet, one got me a discount on the other. I used to have AT&T for mobile and DirecTV, owned by AT&T for TV. T-Mobile for cellular and they also provided a Netflix account, etc.