DVR and Advertising

I have personally never experienced DVRing and all it's glory but I daydream about being able to fast forward through boring commercials and get back to whatever mindless tv show I am watching.
After reading the article Adapting to DVRing by Rochelle Rodrigo made sense in that during tv commercials is when someone gets up to get a snack and they miss the commercials. And using a DVR is making skipping through content a person doesn't find interesting easier to do.
In an article on Adjab.com (I also found this topic on other numerous sites)by Chris Thilk he talks about how ABC executives have talked to DVR providers about eventually disabling the ad-skipping feature. Their reason for wanting this is obviously that they use these slots to sell advertising and if people aren't watching, advertising/money goes away. According to the article ABC President of Advertising Sales Mike Shaw says that he doesn't believe consumers would notice the no ad-skipping change. My question and the question this article asks is that isn't that the point of having a DVR, you can tape you shows to watch later and you can skip through the commercials.
Popular website Hulu.com which allows free tv show and movie showings online is not completely ad free. Each tv show starts with a short ad spot telling you the program was brought to you with limited commercial interruption. There is one at the begining, middle and end of the show. These commercials don't allow you to fast forward through them.
If networks are so worried about commercials they should keep them on there because some people still watch tv shows when they are on. But maybe they should have an optional dvr advertising spot like hulu.com where it is short and people are not able to skip through. Then they get their advertising out and we're not bothered by three minutes of repeditive commercials throughout the entire show.