ReplayTV is kinda doing this too. They have ads on their pause screens. Not every time you pause, but maybe 10% of them or something. Sometimes they just advertise new features or whatever. I don't know if they're actually selling advertising on them or just using it to promote their own stuff, but it's still annoying, especially when I've got family pictures set up to be my pause screen, and would much rather see those than ads, however innocuous they may be.