Consumers want their advertising conveniently. So they share their contact information when they can get targeted offers. Those companies which do a good job of listening and sending the right thing to consumers will get to send more. Those who don’t will eventually be blacklisted as marketers.

Yahoo News: TiVo upgrade allows instant response to TV ads

For years, TiVo has offered long-form commercials that are downloaded discretely to TiVo set-top boxes for viewers to view once they click over to a special area, or "opt-in." The new system creates an option for viewers who want to know more about a product to tell TiVo to release their contact information to an advertiser.