There would be a lot of benefit to doing this, since one of the major complaints about Twitch service is ads that don't follow the rules and ignore volume contr

There would be a lot of benefit to doing this, since one of the major complaints about Twitch service is ads that don't follow the rules and ignore volume controls. I don't believe they've solved this problem yet. What would be really impressive is getting the same level of targeting they can currently offer with flash-based ads by encoding the ad into the stream as part of their CDN... Sounds like a fun problem!