some idiot's digital ad idea...

I'm a hulu.com fan to the core. My schedule doesn't allow for watching my favorite shows live on T.V. so I have chosen to resort to the internet to keep myself up-to-date with my favorite channels. The website is horrendously easy to use and allows me to utilize some spare hours within my day while I'm doing other tasks (laundry, cleaning, cooking, eating) to also watch TV for 'free'. The catch? There are advertisements interspersed throughout the shows, about 5-6 thirty second spots per hour long episode. This isn't horrible by any means, it doesn't particularly bother me and obviously hasn't curbed my love for the site.  On one recent venture to catch up on Glee, before the video would start to stream it forced me to make a choice. Either A) I could watch one long ad and then watch the rest of my show commercial free, or B) I could watch the show as usual with a few ads every 10-12 minutes. DUH! I'll watch one long ad. I pressed play, let the ad run while I grabbed a quick snack and changed into pajamas. What I'm confused about is what fool thought this was an effective way to reach consumers in the digital realm? I essentially watched free TV commercial free. I guess the digital platform is an ever-changing one and new ideas and attempts to reach consumers arise daily. However I would love to know who thought this was a good idea? Obviously they realized it was ineffective because it's only happened to me that one time even though I wish I had that option for every show!