So what is the alternative? Have Tivo tell the advertisers "No, we don't want your money. We can just make the monthly subscription rate higher, and completely remove Lifetime Subscription offers, because in the long run those hurt us. We know we won't get any new customers because we'll have to charge so much for the service without your advertising dollars, but we can squeeze what we can out of our current subscribers who love us because we removed the one line of text when they hit pause, and the one line of text in the Now Playing List." Gimme a <expletive deleted> break!