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The first goal of an advertiser is to get your attention. Looks like the letterboxing worked.
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True, but I couldn't tell you which products are featured in any of those commercials.
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they said it seemed classier.
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That's probably it. Although, if the advertisers are saying the ads look 'classier', then they are obviously looking at them on a 4x3 screen. If they ever saw them on a 16x9 tv, they wouldn't think they looked 'classy' at all.
I guess I'm reading too much into this, but HDTV is SUCH a step forward that whenever I see a letterboxed image on an HD channel, it just seems like such a step backwards.
Just my paranoid 2 cents.