[Hyde]

This is what happened to Hulu. When is started it was the greatest thing since sliced bread; watch your tv and you get like 2 commercials during the whole show and they are 7-10 seconds long.

Now you watch Hulu and there are almost as many commercial breaks as live tv, there are 2 commercials every break and they are around 19-23 seconds long, and you can't even fast forward. But the killer is they are too short to do anything (go to the bathroom/kitchen).

I bet Amazon has a similar plan.. throw a little animated gif in the middle of your book when you have been reading x amount of time. Not at first mind you, but after the ad versions have become popular. And let others pay for the ad-free versions (Hulu Plus).