I'm surprised by how irrationally angry people get at the mere idea of watching one minute of ads. It's not really a big deal - you could even walk away for a minute while it plays through.
Generally (and especially in the games industry) the publishers like to throw ads in with no benefit for the customer. The idea should be something like this services model, where the customer watches ads in exchange for something... Unfortunatly companies prefer to just get paid for the ads, and get paid full price for the product too. Also they're generally pretty terrible or obtrusive And since it's kinda hard to go through a single day without being bombarded with adverts for the duration people tend to get a bit annoyed about them.
I think people are just inherantly distrustfull of the concept due to previous attempts to do something like this being terrible cash-ins at the expense of the customer. Though it's good to see someone finally doing it properly.
As an aside, whenever anyone mentions just not watching the ads, I'm always reminded of that TV executive guy who testified before some government commitie about how VHS would kill the TV industry because it would let people not watch adverts, which he claimed was stealing. Always makes me chuckle wondering how he coped with the rise of the internet download culture.