Tivo is giving Comcast the ability to replace the TV ads in digitally recorded content, freshening them up as viewers watch certain shows over and over again. This puts TV advertising in the same model as online media, with ads coming from a server based on frequency and targeting information. Adrants, more cynically pointed out that it might constitute an effort to grasp more control over "the ever disappearing straw" of TV advertising, with marketers chagrined at the idea that viewers themselves now control their exposure. AdJab points to the prospect that Comcast could actually replace existing ads with those of their competitors, raising the same sorts of legal and ethical challenges faces in the early days of adware.