It's happened to almost everyone. You go to a blog -- say, to find a trick in Excel -- then suddenly, you hear loud audio. You desperately scan the page to mute whatever is making the noise, scrolling down and find a video player embedded there, autoplaying a video you did not intend to watch, often with a VAST-standard pre-roll ad in front of it. Why tell this story? Because "fake pre-roll" is a perfect example of a conversation we are all forced to have, and should not have to, given what is possible.