Interactive video advertising online

Link: http://www.unitedvirtualities.com/demo/
shoshmosis_friends/expandable_banner/

Description: rolling over various regions of a "friends" clip will present user with the item they are wearing or using, click will give option to drive lead to e-commerce

My thoughts: Here's another interesting implementation of video entertainment content, delivered thru flash, in an ecommerce friendly context. People have been talking about this sort of thing in "interactive television" since 1998 but this is the first time I've seen a decently produced version of it for online marketing/consumption.
However I often wonder if these expanding banners in any form are not too intrusive to the user experience to begin with? I guess we'll have to wait and see if they go the way of the popup ad or not.