Ads are almost always out-of-date when a show is recorded on a DVR (digital video recorder) device like TiVo or another set-top box by the time it is watched. Microsoft has now filed a patent for a way to serve "current" targeted ads when a recorded show is being watched, so that the ads on the "recording" will have a chance to impact viewers instead of being too old to matter. It is an interesting idea but makes little sense if the ad will simply be fast-forwarded through anyway. At least they get points for thinking, but in my mind, the other downside is that I like to see the old ads that were running when I originally recorded something. I revel in nostalgic ad non-sense I guess you could say. I suppose that is only an ad-freak's problem (like me), one that sadly many regular-old-tv-watching folks wouldn't have. Man, I am an ad-freak, I just noticed. I wonder if my wife knows. Shhhh!