I skip commercials sometimes too... and would probably use AutoHop... but the point that keeps being missed is the ultimate price to home viewers. Once this starts to eat into the price of advertising (companies stop paying high prices for commercial spots on TV)... then one of a few likely scenarios will emerge: 1. More product placement in the shows... this doesn't bother me, but some complain about seeing product placement in their TV shows. 2. More cost to customers when channels raise prices to the providers to get back money they are losing from advertisers... everybody will complain when prices go up. 3. Channels get dropped, perhaps permanently... again, everybody will complain if their favorite channel goes away. Skipping commercials was better when it was "behind the scenes" and you might not use the skip button... or you might leave the room but you might not. With AutoHop, and one button press you don't have to see any commercials and don't have to actively engage yourself to skip them... and that will become something measurable that companies will use to stop paying for advertising at some point.