If they put the ads in the stream, you can just fast-forward. I don’t think it’ll work out well for Google.

The main problem with case-insensitive is that software sometimes is lazily developed: If a file is named “File.txt” and a program opens “file.txt”, then on a case-insensitive file system it will work fine. If you then format your drive to case-sensitive, the same software now fails to load the file. Source: tried case-sensitive filesystem on macOS some years ago.