• The Associated Press, Wednesday, October 8, 2008 10:17 AM

Everything is relative -- even intrusive and distracting commercials. Advertising is being invited to the dentist's chair via video goggles that patients wear while getting root canals and other sometimes-stressful procedures. The goggles, launched a year ago by InChairTV, show movies and TV shows from Disney and ABC.

Now the company is selling commercial time during the programming. It figures advertisers for toothpaste, toothbrushes, mouthwash, travel and stress-relief products will be willing to pay higher rates to reach people eager for distractions during dental sessions.

So far about 400 dentists nationwide have bought the $500 video goggle system to entertain their patients.

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