I agree that someone has to pay for it and I don't think by having one device that would limit or remove ads would change alot. Its about time the TV viewers had something to limit or remove the ads. I'm so sick of the crappy ads over the years, making people out to be like total complete idiots to make it look like there product would help. I really hope that DISH will give the viewers the ability to limit and remove them. LET THE VIEWER have some control. And it would be nice to have HW that keeps the sound levels ALL at the SAME levels. I still hate it when I'm watching a show and it cuts to an ad and the sound comes blaring out of the speakers during the ad. What they think that will make me buy something more? NOT! Ya it gets my attention, gets me to either mute the sound or change channels. I wish they would change that crap too.