A lot of what is happening in corporate America today, IMO, is based on corporate arrogance from the economy's bubble. Pardon the cliche, but necessity is the mother of invention. CO, for example, could have tried an E+, AVOD, internet, or a host of other things 5+ years ago, but chose not to because they didn't HAVE TO. Now with corporate Darwinism (only the strong survive), the rush is on to differentiate oneself from the rest of the industry. This is no different from the auto industry, which is also looking over the cliff of a major revolution.