A middle ground approach from my experience: whenever I would watch tv with my mother, back in the ancient era before Netflix, she would always, always mute the tv when the ads came on.
The ads were there, but we had that power over them.
The ads were there, but we had that power over them.
Delta planes with in-seat screens play ads pre-takeoff, and you can't turn them off or mute them. (Or at least you couldn't when I last tried several years ago. That customer abuse was the last time I flew Delta.)
The other day I went to get gas and was subjected to in-pump ads that I couldn't turn off or mute.
It may not be coming to our televisions soon, but it's already there in many other places.
Or, at least, this is on the medium-term todo list, and I hope I get to play with it someday. Obviously can't really commercialize the idea... :)