So how can we prevent this from happening? I haven't read the T&Cs but one thing I am sure about is that I own my router and have absolute jurisdiction of any traffic that I allow to pass, so I have compiled an initial list of internet domains that you can block to stop spying and advertising on TVs that we, as customers have actually paid for.
ad.lgappstv.com
yumenetworks.com
smartclip.net
smartclip.com
llnwd.net
smartshare.lgtvsdp.com
ibis.lgappstv.com
This will free you from seeing ads plastered on your screen and having your viewing habits monitored, whilst it should still allow firmware updates to be applied.