That perception means they risk to lose real market share if they get caught doing something shady. Which means they don't do shady things in my experience.

I don't want to turn this into a tired apple-vs-windows thread, so if you can't see why Apple's lack of ads on their desktop is indicative of a fundamentally different view of their users, and a selling point for me, you are free to do so. I see a difference worth paying for (and you are free to call me a sucker I guess).