The thing is, I never mentioned about paying to get rid of the ads when I placed a call & talked with an Amazon rep. On another related forum thread I've read here at xda, a guy tried to bargain with a rep why he should not pay to remove those ads mainly because he's a loyal customer or something... blah, blah, blah... I just told the rep straight to the point that I got a problem with my Amazon Fire tab - can't get rid of those Amazon ads. After checking my Amazon account, she then asked me where I bought my tablet (Target) then started the ads removal process. Before the conversation ended, the rep did explained to me that my opting out doesn't mean I won't be getting anymore ads from Amazon. It's just that it won't happen everyday but once every few months which is totally fine with me.