There's only one downside: they play a sponsor commercial (Cadillac, Nissan, Casino Royale) before each segment (each "hour" of programming is divided into 5 or 6 segments), and they don't have enough ads. So you get repeats, which generally leaves you hating the sponsor.
Doesn't anyone actually sit down and experience the experience? After the 5th repetition, I have zero interest in buying a Cadillac (although the first commercial caught my interest).
Oh, and Heroes is a lot of fun to watch - highly recommended.
I got mentioned in Jason Fry's Wall St. Journal column, Real Time, for December 4, 2006 , entitled A Sea Change in Shopping.
Since you probably don't have a WSJ Online subscription, here's the relevant quote:
Back in October I wrote about going to Chicago and feeling like its ritzy stores were just expensive ads for a digital stockroom. That prompted a good question from reader Michael E. Duffy: "If there are no retail storefronts (except perhaps for groceries, dentists, and haircuts), what does the world look like? Maybe there are only stores in the poor part of town where people can't afford the gadgets you describe."