You have to give them credit for trying.
Hulu is trying to their hardest at successfully monetizing interruptions. So now, if you don’t like the ad you’re seeing while watching Hulu, you can use Hulu Ad Swap to switch the ad. You won’t see that digital ad again (it’s clearly irrelevant or intrusive to you), and the online advertiser won’t be charged for that impression.
Here’s the problem. What’s the end game? Actual enjoyment? How often are you going to enjoy an ad so much, you would prefer watching it to skipping that?
No, it’s not impossible. But it requires an incredibly different view of advertising than exists today.
Maybe Hulu’s Ad Swap is the predecessor to this evolution of branded entertainment, as opposed to branded interruptions.