The article says the reason. A pleasurable activity being interrupted and restarted is more pleasurable due to the resumption. This makes a lot of sense to me, because I certainly enjoy a lie in more if I wake up and then go back to sleep than if I merely woke up at the later time.

I think it's a variant of the old "nothing feels good if nothing feels bad to compare it with" chestnut. You could probably replace the commercials with almost anything mildly inconvenient.