I dont mind the adverts but it is funney that sky are doing anti ad stuff and film four have a massive add promotion and make your own advert which is bound to get loads of coverage!
http://www.channel4.com/film/film4ad/
maybe thats why thay have made a big thing of it-to distract from the stuff about them having ads or just as people will be talking about ads-lets make it a huge focus..clever stuff if so!