For those unaware, OP is referring to Sony patent US8246454B2 which describes a system in which people can skip ads by e.g. shouting out the brand name of the ad.
I love (hate) that the figure in the illustration stands up with his arms raised. I wonder what the artist was thinking...
I have always felt uneasy about that too. I think it’s because the next (and final) panel looks exactly like the first. It’s the implication that you’ll have to do something so over the top as getting up, raising your arms, and shouting a brand name, then resuming what you were doing as it that were completely normal.
You have to show exuberance when demonstrating your brand loyalty, otherwise you’re not loyal enough to pass the ad. You’ll need to watch the entire reeducation, I mean ad, in that case.