This has been proposed as a technical possibility for a long time -- and yes, it is a terrible possibility! And yes, you can find an example of it happening, li

This has been proposed as a technical possibility for a long time -- and yes, it is a terrible possibility! And yes, you can find an example of it happening, like the Chinese TV example! -- but "may soon" is doing a lot of heavy lifting in the title. They talked to a couple of business people who said, more or less, "making money is good". They reaffirm the technology is good. There's no real evidence they're in discussions with any actual studios or there are any actual advertisers planning to do this. There's no discussion of how the logistics would work in terms of streaming services. The only western example given in the article is Modern Family, which I'm pretty sure is referring to contemporaneous product placement (e.g. an episode was shot without product placement, but the intent was always to key it in in editing) I don't think this is impossible and if it happened I would be frustrated and angry. But let's hypothetically say that I'm right, and this is not going to happen. That would make this article almost definitionally clickbait: a remote possibility is brought up with an infuriating headline designed to share, and the comments section is filled with people who clicked and are riled up emotionally. I think both journalists and people sharing things should be as conscious as possible about this and not participate in the click-attention game. (I recognize a certain irony in commenting to say that no one should react to this, when I'm reacting to the reactions.)