I (and I'm sure others) had an idea back in the 90's to have a N64 vs. PSX commercial where the kids with a nintendo put in a catridge, turn on the system, and start playing, while the kids with a PSX put in a disk, turned on the system, and waited the entire duration of the commercial on a loading screen.
Yes, loads times have reduced dramatically since then (and computer games loading off the HDD can be worse sometimes), but one or two seconds isn't going to change anything. Neither is 7 seconds for a movie to load (unless you put the wrong movie in, and are impatiently waiting for it to eject again).