The Wall Street Journal has a story regarding pre-roll advertising and how its adoption by advertisers has been slowed by the fact that it seems to be honking off the audience. The main problem viewers seem to have with the ads is that there's no way to fast-forward through them.

As Rebecca at ClickZ points out, if the mechanism is angering the audience, then what benefit is there to their continued use? While yes, there's no remote control to zap through the spots, there is an equally powerful tool to use if you find yourself frustrated: your computer's mouse. Place it carefully in that little red "X" in the corner of the video player and close it. Or hit the "Back" or "Home" buttons on your browser. You don't have to sit there. You have a choice.

Rebecca also affirms my feelings when I read the article that it's just a gripe session about new media by pointing out the lack of constructive suggestions thrown out in the story.