TiVo testing pop-up ads

I noticed over at Slashdot that TiVo has begun testing pop-up ads. The ads are being served during commercial skipping and apparently take up 25% of the screen.
The tools will be tested only on Series2 TiVo owners, but once completed could be applied to Series 1 and DirecTiVo customers. Subscribers can't opt out of the feature, but they can ignore the tags.

"Our goal is in no way to interfere with the TiVo experience," TiVo spokesman David Shane said.

But isn't the TiVo experience all about avoiding advertising?
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