It seems like they're main focuses have been reducing costs (layoffs, reworking of code, adding things like RockDB and MIRA), and finding something to generate income, and have at least begun with the ads idea.
It's true, Steemit is not STEEM, but I'm in full agreement that it does go against the grain. Whether it's actually fiat money being earned or not (which undoubtedly a good portion must be), it just seems part of the old system of earning that the blockchain and the new attention economy is supposed to get away from.
re: ads not on mobile
Well that's something. On the website, on your personal feed, it will show banner ads at the top, one on the left and a smaller one on the right, and then there are more ads in the feed. If you go to your blog, there will actually be a banner ad on top and others where your blog posts are.