unbridled greed leaking on my dashboard

Who the hell do I complain to about the ads that are appearing on Xbox Live's Dashboard?

The Dashboard auto-loads the "Spotlight" channel which has, until now, limited itself to new game announcements, content, tips and strategies, community events, and in the non-game category, special Netflix offers or Xbox media-specific music and videos. All about the Xbox 360 and things you can do with it, no problem. Occasionally there are TV show and movie promotions for items which are not yet for download on the service, but they usually offer free gamerpics or themes for the 360; those are called presents.

The other day there was a item in it for Progressive Auto Insurance. Like a trained monkey, I automatically selected it to see if it had a contest or some DLC for it, or Forza or PGR DLC associated with it. But selecting it just played a low resolution TV advertisement. Nothing to do with games, nothing to do with Netflix or any other XBL-connected service. A TV ad hosted front and center on the Live service I'm paying US$50 a year for. What's next, unskippable advertisements?

Edit: Apparently SONY already had this great idea. I am speechless.
http://www.1up.com/do/newsStory?cId=3175430
Thanks to andrewv for the clue.