I agree. But I also think you have some people here who (frightfully) believe that the advertiser is NOT a customer.
Look, it's quite simple. These people believe iAds is a service to them, as iOS users, and not to advertisers. That is how Apple marketing operates and that is how they can manage to push something negative like ads as something positive to the user base, by making them think that in the end, it's all about them.
Educated people know that's not it. Advertising is rarely about the end user from an ad agency's point of view. It's about the paying customer, the advertiser. The end user is the product they are selling.
TV stations operate under the same principal. You, as the watcher, aren't the customer, you're the product they are selling. They are selling this product to who ? To advertisers.
This is why you're seeing so much resistance here. People don't like being branded "products". They don't like the idea that they are being sold off as mere cattle. Hence they will spin things until iAds is a service for them. They forget that if it was, there would be an iAd icon on their iPhone and they could click it to see specifically iAds, all of them.
Company A pays apple $10mil to distribute their ad. Apple approves and then implements the ad. Me as a customer, will see the add... its is being delivered to ME. Apple is a middle man to the whole process so, I would say company A is a customer, as well as myself or other iOS device holders.
Let's rephrase this, you're quite close. The truth is more akin to this :
Company A pays apple $10mil to distribute their ad. Apple approves and then implements the ad. Me as a product, will see the ad... My eyes are being delivered to Company A. Apple is a middle man to the whole process so, I would say company A is a customer and I, as a customer of iOS devices, am what they are selling.
iAd is a seperate product from iOS. That's the important distinction. You're not a customer of iAds, you're not intended to be, unless you want to become an advertiser yourself.