Someone tell me why they don't swap some in-game ads for commercial breaks. It's not that I don't enjoy insightful Madden color comments like "the team that scores the most points tonight is going to win this football game". It just makes sense to trade-off some commentary for a 10 second plug every once in a while between plays. Assuming most viewers are like me, they use the excessive amount of commercial breaks to channel surfing, take a leak, get another beer, or check up on the little ones to make sure they are not drawing on your new leather chair with permanent markers. In-game advertising seems like a win-win for everyone involved. Advertisers get captive audiences. Viewers get less commercial breaks. Oh yeah, and the players get more flow to the game. What am I missing? So I only get to see the Coors twins 15 times instead of 30 throughout the course of the game?