the cable TV paradox

One thing that i've always wondered about cable TV is why we are forced to watch a stupid, unentertaining, patronizing commercial every 15 minutes. If cable TV were completely 100% free, and supported entirely by advertising, I could see why this would be the case. However, since I pay good money for cable TV, I see no reason why I should be bombarded with commercials. After all - I am paying for the entertainment, not to watch something that they are making even more money off of, that I dont even want to see in the first place. It just seems to me like we are so damned brainwashed into putting up with commercials, that we don't stop to really think about it - it's really not right. I don't pay go to a movie to watch commercials every 15 mintes; why should I for cable TV?
I suppose this is why Tivo and other DVR solutions are so nice to have around. I need to look into getting something set up so I dont have to watch another encyte, tampax pearl, or crappy local commercial ever again.