Making the Web more like TV, Part II

AOL wants to make Internet advertising more like TV advertising. Sounds like the TW dog is wagging the AOL tail these days.
This brings to mind an issue I want to examine in greater depth on MediaSavvy: If each medium has its own nature (which seems obvious), and both content and advertising should reflect that nature (which is hard to deny), shouldn’t Internet content and advertising become more alike, instead of less alike?