Shit, they’re just waiting until 70% of us have big screen TV’s so they can use only half the screen and still get in a full-sized ad. (The viewability of the show playing on the other half being irrelevant, I’m sure.) 
I do wonder how “they” get away with making the credits unreadable on a standard televsion by squishing them up and making them run really fast to fit in another ad or three - aren’t there regulations in everyone’s contract about how long their name has to be visible for?
I tried it late at night for a PG show to see if the nude women ads would be stopped. Nope. They don’t rate the ads, so they are controlled by the show rating. They also sneak past the chip by saying this show not yet rated, and the program gets through. This means you still can’t use the chip for the purpose of filtering children’s viewing. They need to change the laws to require ratings on ads, and the chips changed so not rated shows only show on the sets permission for X rated content. Unless they close those two loop holes the chip is useless.
I used it before the youngest turned 12. But like Canvas Shoes it was more to keep the boys from ordering movies willy-nilly. By the way, even if you don’t have a newer TV the same technology is in your cable/satellite box.
Those movies cost 12.99?? Seriously? They don’t even show genitalia, or at least they didn’t used to when I had an illegal box ten years ago. What a ripoff.
Too late! Since DVRs are kind of C-chips (we hardly watch live TV anymore) they’re considering sneaking commercial content right into the programs to prevent skipping them.