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The creator of the TV-B-Gone, Mitch Altman, has turned his love of open-source electronic mayhem into a one-man business. His website offers the basic TV-B-Gone, a $20 keychain device with a protruding LED that emits 140 different TV power-off codes, enabling it to shut down 98 percent of all televisions with the press of a single button, Altman says.

“The way I see it, it’s only fair,” Altman says of his infrared light-emitting device. “If a TV shines light at me, I’ll shine a light at it. And if it stops shining light at me, I’ll stop shining light at it.” He also sells a $20 TV-B-Gone kit for do-it-yourselfers who want to assemble the parts themselves, and a $50 TV-B-Gone Pro that looks a bit like a chunky iPhone and has a range of 100 meters.

“I used it in the hotel lobby last night,” Altman says. “I was trying to get some work done and there were four TVs on, with no one watching them. I aimed it at the two in front of me and all four turned off, that’s how powerful it is.”

Jim Cusson, partner at birdsong gregory, a Charlotte, NC branding and marketing agency, feels that this fun little subversive device is only a sign of what lies ahead for conventional advertising agencies. Namely, television advertising can no longer guarantee a captive audience.