Back in the stone age when DVRs did not exist, everyone had to watch TV programs when they were broadcast. Many people still do and so can’t avoid commercial interruptions. Those who record their programs avoid commercials by fast forwarding through them. Why? Because commercials are usually annoying and it is more enjoyable to just watch the show, right? Maybe not, say some researchers. They argue that there is reason to believe that people’s enjoyment of certain shows will decrease over time and commercial interruptions can actually make the show more enjoyable. Research has shown this happens with many positive experiences such as enjoyable scenery, ice-cream, music and even winning the lottery. So, why not with TV watching?