Here is where I am sure TiVo is going in the wrong direction. By trying to accommodate the advertisers when it's clear that the will of the people is fewer ads and less-invasive advertising, they're sure to reach a point where they alienate the base. I am certain that given any sort of choice at all, the vast majority of folks will eschew any device that adds additional advertising to programs. The only defense of STB-added advertising is "it's not that bad" and "they have to advertise somehow." More to the point, if STB-based advertising becomes the norm not the exception, I expect the same arc as banner and pop-up ads took in the last ten years... the user will be overloaded, then technology will exist to suppress most of it, followed by a period where expectations for the ads are low and they are placed more discreetly. The industry should learn from history with pop-up ads and skip straight to the "more discreetly" stage, and if TiVo wants to lead the charge into pervasive STB-based advertising, they'll likely lose subs left and right.