Steam does ads every time you sign on by default, and turning them off didn't work for over a year. I still got them every time. I'm not a fan of this behavior in Impulse either, but at least you can turn it off (and it's still less intrusive than a giant full-screen ad with graphics like you get with Steam).
Weird link, Pug. I'm not sure why you're posting that? It's kind of a funny read. Dude complains about his system getting messed up due to trying to uninstall Impulse, but he used a 3rd party uninstaller (why the fuck would you do that?) which is likely what caused the problem, and then he creates multiple accounts on the forums in order to make other posts agreeing with his. I got a good chuckle out of it.