This is currently just a misguided effort to stay on top of (or at least adjacent to) current technology trends. I hope that it turns into something more interesting soon. But I doubt it.
On Tuesday [December 13, 2011], the Federal Communications Commission passed the 2010 Commercial Advertisement Loudness Mitigation (CALM) Act that requires commercials to be kept at the same volume as the programs they’re airing around. The rule will become effective a year from now, on Dec. 13, 2012, to allow stations and multichannel video programming distributors to be in full compliance.