So the pricing is killing them (for you) not the ads.

No, the fact that they totally went back on their whole shtick (ad-free streaming) made me want to drop their service. If they didn't have an ad-supported tier and increased the price, I'd probably still be with them. But since they have an ad-supported tier, and I know a thing or two about ad-revenue, I know they're making far less through ads than the difference between the ad-supported and ad-free tiers, so they're just fleecing me because they can.

If it was merely price, I would've left long ago because we honestly don't watch that much Netflix (we kept it because it's convenient). It's the slap in the face and the apparent push toward ad-supported viewing that alienated me. I'd honestly prefer to pay more for a service that refuses to use advertising at all and has worse selection (e.g. Nebula, which is worse in pretty much every way vs YouTube, except creator compensation and lack of ads). I pay for Tuta, which is a worse experience in almost every way vs gmail precisely because it doesn't harvest my data. If I was more concerned w/ price, I'd still be with gmail. Netflix showing ads means they have an incentive to sell my personal data, and I want nothing to do with it.