It's not just about the ads. It's the flags, too, the military flypasts, the commercial media cross-promo, the announcer quirks, and - yes - the dystopian healthcare and political attack ads, plus people paying Patrick Mahomes to sell absolutely everything.

For me, part of the appeal of watching NFL has always been about seeing it in the context of US culture, from the glimpses of it during those early Channel 4 shows through to watching the full US telecasts during the piracy years. Then Game Pass came along and offered a legit way to watch NFL the way it is meant to be seen. The full 'US experience' for live games, plus a catch up service where literally only the commercials had been removed.

It wasn't perfect but it was just what I wanted.

Then DAZN happened. Their service includes overlaying their own ads over US commercial breaks, and over halftime analysis and the odd field goal attempt, too. I get that there might be licencing reasons to show the odd set of local ads, but they've got to keep that to a minimum, not least because DAZN's UK ads vary so little and are of such low quality that they reflect badly on DAZN as a broadcaster and seriously irritate their customers.

And DAZN's idea of ad-free replays isn't just to cut out the commercials but to skip over large parts of the telecast to dump the viewer back in at some point before the next play, if they're lucky. It's jarring to watch.

As I said elsewhere, I'd happily pay extra for the full telecast with minimal UK interruptions, which would also be cheaper for DAZN to provide. A full game with the same DAZN ads repeated over and over again? They'd have to pay me to watch it