I don’t think there should be blind hostility but it should be clear that any hint of embrace, extend, extinguish will result in hostile actions like defederation. I also don’t think targeted ad tech companies share the goals of the Fediverse. I wouldn’t be bothered if instances had sponsors (as in, “/Kbin is made possible by support from Cloudflare”) like all non-profit media. But any sort of targeted ads based on user activity/data should be ruled out as a way to fund the metaverse.