Who knew TV networks can defy gravity?

We should all be taken aback by the following headline at adage.com: "Networks Ask for Steep Increases to Make Up for Ratings Decline." Good god! You mean there's an exception to the law of supply and demand wherein [gullible] advertisers actually reward [greedy] networks for ratings shortfalls? The story gamely tries to find a way to look at this from the networks' point of view, noting that the scatter market has been really tight over the last few years, but still, anyone with a functioning brain cell would have to see that calling for double-digit increases in CPMs is patently ridiculous. Hey, advertisers and media agencies, if you're buying what the networks are selling, you're chumps.