It really drives me crazy when the TV volume goes up on ads!!! I really hate it.. it annoys me to the max especially when my hands are dirty or the remote control disappears for a reason or another. Marketing people, do you really think this is smart.. Im sure just like me, most of the people press the mute button with the first ad.. would you prefer to have your ads half heard because someone is busy doing other stuff in the next room or not heard at all!!!! THINK people.. THINK!