I think those sort of subtle changes to the rules of DVR behavior, which encourage more ad viewing, will become the norm as more and more TV providers (including Comcast, AT&T, etc.) turn to cloud DVR. One way or another, the basic deal is this: you're going to pay more to avoid ads than if you agree to watch them. I think this is also part of the media giants' plans to shift an increasing amount of the content we view away from linear channels -- which can be recorded (with the expectation that the ads can be FF'ed through) -- and toward on-demand consumption, in apps such as Disney's Hulu where you pay one price to watch content with forced targeted ads or a higher price to have the ads removed (and not even have to FF through them). This will also be the game plan for Comcast/NBCU's upcoming streaming service. The expanded HBO service from WarnerMedia will include targeted ads in some way on some content (thought apparently not on the core HBO premium stuff). Some analysts believe that even Netflix will at some point in the future succumb to financial realities compelling them to offer a two-tier pricing strategy with forced ads on the cheaper tier.