Personally I'm not interested in having to make Reels to promote anything so the Reels issue is really annoying for me. I'm not doing it. I started counting how many Reels came up on my personal account and about 50% of the content that appeared on my feed was Reels from people I don't follow. Then ads (that were also reels) and then finally photos from the people I actually follow and enjoy content from. I think at the end of the day they want to keep you on IG for as long as possible, showing you Reels that are popular hoping you'll stay longer, because they want you to see as many Ad Reels that they can while you're on the app.