So posits a study in the Journal of Consumer Research that suggests "commercial interruptions can actually improve the television viewing experience. Although consumers do not foresee it, their enjoyment diminishes over time. Commercial interruptions can disrupt this adaptation process and restore the intensity of consumers' enjoyment."

Our Hollywood Reporter friend Jamie Hibberd didn't buy it, either, so after reporting the study, he asked co-author Jeff Galak to defend its conclusions. Read his Galak Q&A here.