The transition from Android TV to Google TV has led to mixed reactions from users, primarily due to the increase in sponsored content and ads, which can be frustrating for those who have invested in hardware. Unlike Apple TV 4K, which is ad-free, Google TV users can utilize a third-party launcher, such as Projectivy Launcher, to eliminate ads and enhance their viewing experience. Projectivy Launcher is customizable, allowing users to reorder apps, hide unused ones, and create personalized categories. It offers features like adjustable icon sizes, dynamic wallpapers, and the ability to sideload APKs. It also includes parental controls and is free to use, with some premium features available for a one-time payment. Google TV provides an "App-only" mode to reduce clutter, but Projectivy is considered a better option for a streamlined experience.