Your TV set has become a digital billboard. And it’s only getting worse.

Representatives for LG and Samsung declined to comment to Ars Technica about how much of their respective company’s business is ad sales. But the deals they’ve made with data-collection firms signal big interest in turning their products into lucrative smart TVs. In this case, “smart” isn’t about Internet connectivity but rather how well the TV understands its viewer.

We’re literally turning into an Idiocracy

Screenshot from Idiocracy where Dax Shepard is sitting in the chair watching OW! MY BALLS! and the actual viewing area is a tiny square in the middle of a giant screen, surrounded by a bunch of dumb ad banners