Sudden increase in Spotify commercials

Spotify has been rocking my world since some Swedish friends passed me out an invitation months ago. It’s definately a magnificent idea for music lovers. (who isn’t?) But lately, commercials are becoming more and more often. I suppose the experience is different for each country, but still, I’m guessing it must be a global thing. Maybe the increase in popularity is pushing Spotify in terms of bandwith, or it’s just a marketing tactic to push users to the Premium. Anyway, 10€ a month for the Premium package doesn’t sound too much, considering Spotify’s library has already a great variety of music for all tastes. And with the thought of having 320 instead of 160bps quality, plus no ads, I’m really tempted!