When ads power much of the free content on the Internet and TV, the public trade-off is more and more subscriptions to access the content they want. If a content provider cannot sustain its business off of advertising, then they have to ask their consumers to pay for access. Or in the case of Hulu, you have to do both to be able to keep your content providers happy.
Personally, I like free content. It makes me happy. The price of advertising is one that I have paid with my time since I became the first generation to grow up glued to the boob tube. On the other hand, I have also been happy to subscribe to HBO, Netflix and Wired, or whatever other content I want to consume. The trade off becomes all the accounts I have to manage.