HTC’s BlinkFeed is going to start displaying native ads, which shouldn’t come as a huge surprise since it’s been mentioned before. The Taiwanese company discussed the dreadful news again on Tuesday, explaining that users in a limited number of markets will see a limited number of promotions for sponsored apps and HTC accessories.

The silver lining here is there will be a way for users to opt out of receiving these ads, though the company would prefer you didn’t. “We hope that displaying native and limited promotions in this way will help you discover new and useful apps and/or products and services,” HTC said. Oh, so we should be thankful.

I’ll admit, the ads do look pretty seamless, but it’s still a little disheartening to see that HTC is trying to shill products and services right from your home screen.

The early pilot program is rolling out to the U.S., U.K., Germany, Taiwan and China. If things go well, HTC says it might roll out BlinkFeed ads to more markets. Goody!