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We're all getting used to those stoppages in play midway through each half.
The hydration breaks - or as we all called them until about a week ago, drinks breaks/water breaks - are in effect in every game at the World Cup, regardless of conditions.
That has come to the frustration of many fans, but certainly not to broadcasters worldwide, whose eyes turn into dollar signs every time the sides trundle over to the dugout to grab their bottles. But not ITV.
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Ofcom rules preventing ITV World Cup drinks break adverts
As a public broadcaster, the BBC of course cannot show adverts, other than those absolutely unbearable 'funny' reminders to buy a TV licence that we've already had to sit through approximately half a million times over the first week of the tournament. The sight of Marc Warren's face now makes us involuntarily sick.
But ITV are a commercial broadcaster who derive the bulk of their income from adverts - so how come they aren't cashing in on the drinks breaks?
Instead, ITV have tended to use the opportunity to throw back to their studio pundits for a quick bit of insight.
That is not an act of generosity to the viewer, though: ITV couldn't show extra adverts if they wanted to.
The reason is that Ofcom rules stipulate that ITV1, along with Channel 4 and Five, are limited to a maximum of 168 minutes of adverts per day.
On top of that, no more than 12 minutes of adverts can be shown in any single clock hour.
That means that any extra time ITV dedicate to adverts during a drinks break would need to be taken away from other programming; or, if they are already using the maximum 12 minutes during games, they would need to show shorter ad breaks before the game, at half time, or at full time.
ITV have evidently decided that is not worth the hassle, sticking to their usual matchday routine instead.
That leaves the UK virtually the only country in the world whose World Cup viewing experience is not interrupted by mid-game advertisements.
Bliss.
