Podcasts feel personal. You grow to trust the hosts and the information that they’re relaying to you, often directly into your ears. And any good host knows this; they know that they’re transcending the sounds of the morning commute to entertain, inform, and distract you. This is why many hosts, when confronted with the necessary task of breaking from the show to read an ad, do their best to keep it in line with the tone of the rest of the podcast. This New York Times article details how various hosts, from Katie Couric to Lena Dunham, have turned a potentially awkward break in momentum to an integral part of their program.