TiVo has to make money somehow. And since whether or not to watch the ad is a choice, it doesn't bother me in the least. As someone said, TiVo is already expensive enough (if you don't have lifetime). Given a choice between raising their fees even higher, and targeted ads, I vote for targeted ads. There is a limit to how much TiVo can charge for their service. People are already complaining that it's too expensive. TiVo needs to bring in enough revenue to stay afloat or we'll all be stuck with the crummy dvrs from the cable and satellite companies. Those of you who are highly offended by the ads - can you think of an alternative to help TiVo stay afloat without raising their prices again? My guess is that if you can, the powers that be at TiVo would love to hear it. They only stay in business if they make people happy, and they're already having enough trouble doing that, as is evidenced by all the customer service and pricing complaints. Advertising is what supports almost all entertainment. At some point, we have to deal with it on some level. What TiVo is doing is the least annoying and least obtrusive I've seen yet. If there are any better ideas out there, let's hear them.