quote: "I'd hope that even the most coke-addled advertising execs would understand that the last thing anyone wants is full-screen ads."
You're thinking like the product, not the customer. The first thing the customer wants is full screen, unskippable ads which you cannot mute, and which preferentially force the product to interact with them to ensure the message is received. The product should not be given the choice to avoid them, it defeats the object of advertising at them. Especially when you've gone to the trouble of datamining them to select advertising that they will find interesting.