Pop-ups coming to digital TV?

Since everyone loves pop-up ads on the Internet so much, a company called MyDTV is working on a system called ContentIQ that would bring them to digital television, as well. You could be watching a show and an ad could appear for a pay-per-view movie starting in a few minutes. Supposedly the pop-ups would only be for programming that matches viewers' pre-defined "profile", but obviously it could be used to insert advertising for anything, and in the post-TiVo age, this might prove a little too tempting for networks trying to shore up revenues.