It’s been about a decade of me, at least, hearing that the only problem is they’re just not relevant enough, and if we just target them better/make them more personalized/whatever that’d solve all the issues everyone has with it.
They’re not referring to the issues you and I have with. They’re referring to the issues their ad customers have with it. More relevant ads mean ads can be more effective and valuable for advertisers – not less annoying for viewers.
NIST knows what they’re doing. It’s getting organizations to adapt that’s hard. NIST has recommended against expiring passwords for like a decade already, for example, yet pretty much every IT dept still has passwords expiring at least once a year.