I remember when they were like 5 seconds, and I thought that was fair.

The history of advertising indicates otherwise, as does Das Kapital by Karl Marx. Capitalists will always push the limits, ever seeking to maximize profits.

However upper management appears to want to hold royal court and subjugate their serves (the worker pool), since the goal of profit maximization set by shareholder primacy contraindicates common practices like micromanagement, over-surveillance of the workforce (keylogging, and prohibition of private use of the internet) and crunching, all which reduce workforce efficiency (by a lot) and yet are typical.

In the 1980s, when Reagan deregulated children's programming, a lot of shows that were essentially half-hour-long commercials (say, the entire Transformers franchise) were released and sold a lot of toys. The weird thing is when we oversaturate a generation with commercials, they develop a tolerance to them, and the marketing industry has been losing that battle since the 1950s, when an hour long show would have a thirty-second sponsor spot.