My local gas station recently installed video screens that play movie trailers, music ads and other noisy annoyances over the gas pumps, while scrolling the station-specific messages like "Try Our Cigs -- Great Low Prices!" I don't know about you, but I find the whole thing a little too Blade Runner for my taste -- I don't want to be sold to while I'm buying -- it's too much. Well, if Dresser Wayne has their way, expect more advertisement at the pumps soon:

Dresser Wayne's new Ovation iXTM fuel dispenser is being billed as "the next big thing" in retail petroleum--the fuel dispenser that will actively help convenience store owners and fuel retailers drive sales, lower costs, and improve accuracy and uptime...Modeled on Dresser Wayne's popular Ovation dispenser, the Ovation iX product features ... iXTM Media, which has an integrated 10.4 inch color display to allow retailers to show customized, full-motion video promotions. iX Media also features a built-in speaker and site-specific coupon creation capability.

Too much -- can't we just gas up in peace, for heaven's sake? Luckily, the Ovation iX's operating system is based on Microsoft Windows CE, so you can expect a lot of downtime at your local pump in the future.