Captive audience

Captive audience, originally uploaded by trexfiles23.

This is a picture of the TV news screen in the elevator at my office. The service is called the Captivate Network.

I get why biz would want an advertising hook in a closed office space that well nigh everyone must use. And hey, their ad copy says I'm "desirable."

But why choose a name that reinforces the metaphor of a corporate prison?