You may not have heard of media meshing, but if you have a laptop you've almost certainly done it without realising.
Don't worry, it's not a punishable offence, but it is causing the advertising fraternity a rather large head-ache, as it has broken their trusted models of media consumption.
Recently coined media meshing, many of us are now surfing the web and watching the telly at the same time.
It's nice that we can now give TV advertisers a return migraine, after they have been mentally torturing us in our own armchairs for years.
I'm personally delighted that pain is being inflicted on the creators of the current BT advert. Their illustration of a feckless bloke being slowly sucked into surrogate father-hood causes me to cringe every time it is shown on TV.
I'm also feeling hostile to that youth who does that silly punching dance in the Frosties ad - and I believe I'm not alone.
So I too, without knowing it, have become a media mesher, in an attempt to escape the world of the ad man and his half-hourly suggestions that either my shirts or my teeth are not white enough.
Our old friend "a recent survey" reports that almost 23 per cent of us now surf the net while watching TV. Kids have been doing it in their bedrooms for years.
More than half of broad-band users surveyed said they are using online and offline media simultaneously, turning to the internet to supplement other traditional media such as radio, newspapers and television.
It's not just the speed that broadband brings to facilitate media meshing, but its "always-on" feature, allowing consumers to easily supplement one medium with another.
For instance, the highest traffic to the Big Brother websites comes just after the show ends on television - addicts after more - but while media meshers are surfing and watching the TV at the same time, which medium has their conscious attention?
It seems we can concentrate on both. We are writing e-mails, paying bills and researching our next holiday during the commercial breaks and thanks to the mute button on our TV remotes, even men can pull off this multi-tasking feat.
As more of us access the internet wirelessly and more of us start media meshing, the marketing creative and media planning communities will need to adapt.
In marketing speak, the new proximity of on and offline consumption means consistency of message is critical. Splitting offline and online creative between digital and traditional agencies will no longer work.
Perhaps media meshing spells the beginning of the end for interruptive advertising in home consumer entertainment.
Rather than make us endure the full-length advertisement and risk our disengagement, perhaps advertisers are better off cutting to the web address before we have developed contempt for their brand. n Chris is managing director of internet consultancy WAA WebXpress. This and other unedited articles can be found at www.webxpress.com.