In an interview with BusinessWeek, David Downing was discussing his company's system to target ads to cable viewers based on the "clickstream" of viewer's remote controls: (The emphasis is mine.)

Q: Will people have a chance to opt out of this if they want?
A: You'd have to ask the cable companies who are our clients. The hope is that consumers will actually want to opt in. If cable companies can earn more ad revenue, cable bills may stay low or even go lower.
http://www.businessweek.com/bwdaily/dnflash/jun2005/nf20050628_8566_db061.htm

Newsflash: Cable bills are not low. And they will never go lower!!!