The home screen ads are infuriating. I know it's Android, by Google, but I bought the freakin device. It wasn't cheap. And they added this retroactively. Shame on Google and shame on Nvidia for allowing it.
I used a 3rd party launcher but there wasn't a way (at the time) to make it the default.
Personally, I don't see what the big deal is. I don't have an Nvidia device, but I do have an Android/Google TV. I really don't care about all the "recommended" crap on the home screen; I just ignore it all, and use my remove to skip down to the SmartTubeNext icon and open that app to watch YouTube videos ad-free (no sponsor messages either!). Or I use a different button that leaves the home screen and takes me to a file manager to view the files I've loaded on my USB stick so I can watch those (I decline to say where these files came from exactly). These are the only 2 things I need out of a TV.
I used a 3rd party launcher but there wasn't a way (at the time) to make it the default.