No doubt they will want to start off with some innocuous, nearly inconspicuous ads, and then work their way up to several minutes of unskippable ads, with ads resetting any time you skip too far ahead or leave it paused for too long. At least that seems to be what other companies are doing. Then they can sell the flaming wreckage before buyers realize that sort of thing pisses off their customers like nothing else. Although there is a chance the CEO will fend off the idiots who want to do this.
In the meantime, Netflix will have to put more and more effort into original shows, both to distinguish themselves from the competition and because the media companies want to kill off Netfix by refusing to renew licensing agreements. At least the DVD-by-mail system is safe from those shenanigans.