As Nick notes, Google isn't in the charity business, and some sort of advertising was always on the cards. But it's suggested format is hardly going to be a pleasurable experience:
Viewer-friendly? Is it viewer-friendly because it's arguably less annoying than having an ad run in advance of a video? That's like saying that being hit on the head once with a hammer is a pleasant experience because it's not as bad as being hit on the head twice with a hammer.
I don't have a better answer (as I hate ads that run at the beginning of a video), but I'm glad that I work in a business that doesn't rely on ads to survive. It's a service business. I like that better than consuming 20% of someone's experience with ads. I'd rather consume 100% of it with service.