With DVRs with big hard drives widely used in Japan, folks in the Americas and Europe are finally understanding that they don't have to live their lives by the TV schedule and personalize their viewing. They've also found out that they can cut a half-hour show to 23 minutes just by cutting out all the ads. That wasn't what broadcasters and advertisers had in mind when they first saw the units so now they've decided its time to embed products into the shows so you have to look at them!