Advertisements have you paid for a newspaper lately? Did you pay the 10$ it probably costs to put that newspaper in your hand? Yes, right now TiVo does not even seperate out advertising revenue to its own line. This feature in itself may not be the one to break it out to its own line either but clearly it adds a new category to the internal spreadsheets of commision on sales generated. Clearly increasing the subscription numbers will increase advertising revenue. PS TiVoStephen always makes sure his posts are factual and clear. He never intends to mislead and I greatly value his posts here. To me he clearly did not provide information on thumbs up during show content and I am sure TiVo is still debating back and forth on that one anyhow.