fe31nz:
I do not believe you have to pay them to use the Freeview trademarking - rather you have to follow their rules for how your devices work, including not being able to quickly skip over the ads. The Freeview members get their money from forcing you to watch the ads. Fortunately, there are non Freeview branded devices and software out there that do allow you to skip the ads easily, such as MythTV, NextPVR and many others.
How would you be able to skip over ads on a live stream which includes adverts?
Assuming a stream of content had (say) 10 minutes of ads per hour, you would end up 10 minutes into the future after watching for an hour! Nice...