I find the idea to skip the comercial if you know it (say the brandname) interesting.
its a win for the company that advertises, since it makes sure you know its product by hart, and for you since you can skip it you dont have to watch the (whole) comercial a thousand times over again.
Also i dont think saying "McDonalds" (or whatever) to your tv is that much to ask. It's actually a game i sometimes play with my brother while watching tv: who recognises the comercial first.
So as long as they don't just fill up the time you gaind with other comercials i'm ok with it.
But thats just me









