Book It: Consumer is King

I read the following on AdAge.com today:

NEW YORK (AdAge.com) -- ABC fleshed out details of its new online service of free programming today, outlining exactly how advertising will be embedded in broadcast video versions of its TV programming. As first reported by Advertising Age on Feb. 9, the Walt Disney Co. network will become the first broadcast network to offer a raft of top entertainment shows online for free.

Viewers can watch the entire episode online, but won't be able to skip ads.

I'm all for new avenues for content. But it worries me that networks are designing ways to force commercials upon viewers rather than trying to find creative (and less paternalistic) ways to make marketing content that viewers want to see!