If people though of ads as something the creator controls, I suspect many creators would turn off ads, or maybe do a single pre-roll ad, and double down on sponsorships instead. It places the creator much more in control over the exact ad content that plays, and if you manage to get a good match between channel and sponsor can be much less jarring than youtube ads.

Of course youtube wouldn't want that, because they don't get any money out of that deal. And judging by how things are going at Twitch, the platform trying to get a cut by forcing sponsorship deals to happen via their platform just gets people up in arms.