Imagine a newly built apartment complex that comes with Alexa built into everything, and even comes with a free Prime subscription for any occupant* (Adding a little asterisk* here because the membership isn’t really yours; it’s the apartment’s membership, of which you’re the beneficiary so long as you’re the tenant.) Now suppose one day Alexa starts playing ads for new Amazon TV shows you’ve never heard of. You try to turn it off, but you can’t; you find out that the “ad-free” Amazon Home experience is only available to people who spend at least $100 per month on Prime Purchases.