What they did to the shield was a tragedy. It was so refreshing to have a device that I could completely customized to remove ads and suggested content. I don't blame Nvidia I think this is more on the Google TV side. I still think the shield is the best TV box on the market. I keep meaning to look into loading a different launcher that will let me go back to the old style.
I have no proof, but I have a feeling nVidia is working to fix this problem. They were probably blind-sided and so it's taking a while, but I fully expect them to create their own launcher now to combat this. Their customers were quite upset about it.