So, once again instead of being about messages, it's about more ads???
Sure, what we need is another way to be targeted by ads wherever we go?
I use SMS exactly because they are asynchronous, I send them, you can read them whenever you like, and if you need, answer (if I need to talk to you synchronously, I'd call, we speak faster than we type). And I don't really need images, video or interactive features.
Never seen them as a form of "chat", and I am very careful about not letting anybody to use them to send me spam - or any kind of ads.
Thereby I'll disable too any new functionality that is designed to saturate me with ads - I've better and more interesting things to do than reading ads and obey to their instructions, sorry.
PS: please, break up Google (and any other entity) separating the ads business from whatever can drive standards.