I just came upon this thread and I was able to get rid of that banner ad on the bottom of the guide following the suggestions here. It's an annoying distraction for sure. TV now-a-days is just too complicated. It seems like any electronic device, even a cell phone, is now like another computer.
I think it's annoying too having to bypass these "just for you" recommendations whenever I turn the TV on but I just got rid of that too.