How fucking stupid are commercial makers? Do they think we don't know that their spots come on and almost blow us out of the room? What happens is this: we dive for the remote. And when we already have the remote in our hand we then fast forward through the commercial -- a commercial we might have sat through had it not been so loud and piercing.
Advertisers have to make the commercials MORE appealing to us, not less. Especially now when it is so easy to bypass them.
Of course, here's the upshot: there will be no way to actually monitor whether commercials are aired at a consistent level. But distributors are off the hook if they can certify that they're complying with the rules. So of course the law is a joke.
Hand me the remote.
