Infinite scrolling with interstitials - how should we handle headers?

[BitwiseAndrea]

Our design team has this idea of an infinitely scrolling view thats "interrupted" with other lists that we are referring to as "interstitials". The designs all have a single heading at the top, for the infinitely scrolling list, and then a header on top of every interstitial.

# Home

## Friends
friend friend friend friend

game game
game game
game game

## Other People
person person person person

game game
game game
game game

## Continue
game game game game

game game
game game
game game

This header hierarchy feels wrong to me. I feel like we should be redefining what section a user is in after every interstitial. Someone pointed out to me this is a lot like an advertisement on any standard web blog post - it interrupts the document just briefly. But because this is a far more interactive element, and it has a header itself, it doesn't feel right.