We know that as a network executive, ABC's President of Advertising Sales Mike Shaw has a vested interest in the survival of the traditional 30-second commercial, but his recent assertion that consumers don't really care about the ad-skipping functionality of their DVRs strikes us as being way off the mark. Following ABC's latest rate-setting powwow with advertisers, or upfront, Shaw opined that he wasn't sure "the driving reason to get a DVR in the first place is just to skip commercials," and that the appeal of such devices "really is just a matter of convenience -- so you don't miss your favorite show." He even went so far as to say that he "would love it if the MSO's...would disable the fast-forward [button]" on their next generation of set-top boxes, suggesting that "people can understand in order to have convenience and on-demand, that you can't skip commercials." Once again, we follow the logic here -- commercials do help keep programs we enjoy on the air -- but instead of embittering folks by forcing them to sit through ads, maybe Shaw should encourage his advertising partners to follow KFC's lead and create spots that people actually want to watch. Remember, Mike, that'll you'll catch more flies with delicious honey than the sour vinegar you're currently trying to force down our throats.