there's a big difference between being forced-fed somebody else's choice of adverts on your own device, and the Google model of somebody else's choice of adverts displayed where you would in any event encounter adverts anyway
There is? I don't see it. Whenever I encounter advertising, it's always "somebody else's choice" - it'd be pretty odd for me to decide to advertise things to myself. (Yes, I know the target audience, but the conversion rate is horrible.) And my Kindle extra-cheap-because-I-let-Amazon-show-ads model displays ads only on the sleep screen and in a banner at the bottom of the main menu. They're less intrusive than ads in magazines (remember those?), far less intrusive than TV commercials (sometimes I'm in the room when someone else is watching live TV), and far, far less intrusive than the ubiquitous, ham-handed product placement in actual programming.
As for "where you would in any event encounter adverts anyway" - why, because you're in their natural habitat?