Column: Apple needs this feature to make Apple TV exciting

As I near the end of my membership to the key 18-to-34 demographic for advertisers, I realize what an awful member I was.

Throughout most of those precious years, I carelessly fast-forwarded through commercial breaks, installed ad blockers on my Web browsers, flipped past magazine ads without a second glance, even openly mocked the particularly egregious ads I did happen to see to friends and family.

And I doubt I was really unique in that respect.

I, like many others, have become pretty disaffected with advertising and grown to be passively resistant to the heartless corporate pandering that occurs every waking moment of our lives.

In my late teens and twenties, I angrily defied the ad inundation and took on a furious, Bill Hicks-level contempt toward anyone who perpetuated the scheming capitalist machine that spent billions upon billions of dollars for catchy jingles, memorable slogans, and overpaid celebrity pitchmen.

At 33, I just really don't care. Although I still find the majority of advertising to still be a despicably strident form of media, I can't work up the energy to continually decry an industry that will never, ever go away.

My defense has become to just tune out, divert my attention, and the commercials become invisible.

Which is why the latest rumor for Apple's supposed HDTV set left me numb.

Full story at Minyanville.