An interesting point. Because for those channels which are funded by ads, when I use their catchup apps I do play the ads (not that I usually watch them, though with my current system the trick of getting them all out of the way in one block whilst doing something else no longer works). If I’m actually organised enough to record something in advance then I skip them.
Your suggestion of removing live TV would significantly decrease the functionality for me – one of my current major uses of it is to watch the current programme from the start when I’ve started watching late. Means I can pretty much ignore the schedules (they’ve recently upgraded the red button functionality on my BT Youview box, so live TV and iPlayer is very tightly integrated).