Go and make a coffee
If I'm going to get video adverts forced down my throat before I can access a website then, if its a site I really want to access, I'll go and get a coffee or go for a pee or something. If it's streaming adverts whilst I'm using the site then I wont use the site at all because it would drive me mad.
What's this crap that McCormack came up with: "carrying advertising presents a way to deliver this content for free,"
Free?? Its my bandwidth and I PAY for it. If I choose to go to YouTube and watch crappy (illegally uploaded) videos and use up my bandwidth then that is my choice. Using my bandwidth up to deliver video adverts to me for products I don't give two figs about is not my choice (Is it actually "stealing" my bandwith?).
Any site that forces video ads on its end users should be treated in the same way as sites that insist on playing the site owners taste in music (usually crap) all the time you are there. Delete them from your favourites and go elsewhere.
Also when McCabe stated "we expect that it will become a popular format"... popular with who?