Interesting commercial technique

I watched the season premiere of Nip/Tuck and I found it interesting what they did with the commercial breaks. More than half the time was taken up by fall / holiday movie trailers. The trailers were the long form 2-3 minute type rather than the standard 30 second ones. I thought this was cool, I actually watched most of the trailers instead of using 30 sec skip through them all. It would be cool if some HD channels did this and showed HD trailers instead of commercials. People will watch what is on during the breaks if it is worth watching and they haven't seen it 100 times already.