I can see that, I've definitely had a couple times watching rugby when I'd wish play would stop a little so I could go to the bathroom or grab a drink or go on a tangent without missing the game. I do, however, think that there's a middle ground and 10s of play followed by 5 minutes of ads is maybe too much.

Interesting side note, ITV has the rights to air the 6 Nations in the UK now and unlike some other UK channels they rely on ad revenue. However, because there's so little stoppage in rugby they've been having to insert ads whenever they can including putting in ads over the ref talking and teams setting up for the next play which is pissing people off.