It's a prediction. Google's trend has been to get further and further away from their original design and core principles and push harder and harder on the boundaries of ethics and good taste. The end-game for that trend is to end up looking like a 1990's-style portal (which they already pretty much do, except at the moment all the content is still mostly Google properties). I could be wrong. I hope I am. But I'd give you long odds against.
To grow revenue when your product is selling for less you need to sell more of it, so ads will start appearing everywhere. It's just common sense. What else are they going to do... fire people and start a mass exodus?
