Locking in Viewers to Watch the Commercials

Why does old media (music, movies,  and TV primarily) employ a strategy of making war on their customers?  In this piece about a Cox VOD service with un-skippable commercials.    They don't even bother to call it "fast-forward challenged"Some snippets from Locking in Viewers to Watch the Commercials:

You don’t need TiVo if you have fast-forward-disabled video on demand.
This is about combating DVRs.  As we developed this at every stage, there was an agreement that however we put this together, disabling the fast-forward function was key.

Sigh. Why is it necessary to make something less fucntional or DISABLE a piece of popular functionality in order to get it to sell?   Another cable industry "service" that will get zero traction.  Long live the economy of free!