just at the video, the television industry, the studios, the networks, the tv stations, the cable msos, it's hard not to imagine that someone in that value chain loses. [laughter] because there's not an infinite amount of money either on the ad side or on the consumer pay side, and when you talk to cmos -- which i've been doing a lot recently -- they are fundamentally shifting their media mix. their advertising and marketing mix. >> so the question is who loses? >> who loses? >> you know, i think the people who lose are the people who do not understand their consumers and are not paying attention to them, people who do not have strong brand or, if they have a strong brand, they're not continuing to build it. they're not continuing to expand it. and, you know, i think we've seen it throughout the history of business, you know, fondly-remembered brands. oh, yes, they had that product. what did they do after that? well, they didn't do anything. they just, they got stuck. >> but those are individual companies. are there elements of this business, tv stations, for example, who don't generat