exploit and be willing to use some of this data in their decision-making is probably going to play a longficant role in how they keep sustaining the advantages they have. they have been dominant for a and howiod of time, dominant it remain is their ability to change to the new reality. both on the consumers consuming the content and how this information can be utilized into making content that is appealing to the end-users. peter: what if the cost of providers sibley pulled their product of digital services saying you can only get it here? rahul: that is a very good point. in fact michael and i were teaching a class and we had a senior executive from one of the studios come in and discuss -- give a guest lecture. his argument was somewhere similar. we are the content creators. these guys are basically distributors. they rely on our content. if we choose to provide content to them, what is going to be the future for those online platforms? there are two challenges to it, and one we provide an example in the book. provider's to control the content itself has been kind of degraded a little bit in