It's not a generational thing, at all, as another so-called "gen-x".
Ads suck, and using something like Brave all of a sudden makes browsing faster and more pleasant. I'm done being shilled to. Not their business model? Too bad, it's not my "business model" to waste my time giving attention to shouting ads for products I will never buy.
If there's a technical way to avoid ads, I'll do it. If there isn't - I will simplify my life and cut YouTube out of it.