I'm seeing a pattern of Samsung bias from Marshall Honorof on these recent TV articles. There's always an excuse he gives for Samsung. I don't know if he's just a Samsung fanboy, but its getting old.
On recouping costs through advertisement, because poor Samsung isn't making any money from TV apps like Netflix, is not a compelling reason to insert ads. Remember, those apps are developed, not by Samsung, but by the service providers. Samsung has virtually zero cost in allowing the apps to run on their TV's. In fact, they certainly charge Netflix, Hulu and other companies a hefty fee to include them in a premium home space. Samsung is making money hand over fist with these fees.
These ads are simply a new revenue stream to increase profits. They aren't "balancing" any costs with them.