The consumer gets bait & switched. When ad-free pay upfront cable tv first started, people switched over. We showed that yes indeed we like ad-free shows and are willing to pay for them. They said, well that's great, but we can make more money if we show you ads so they did and we ended up paying up front and getting obnoxious ads. Then when online streaming started, we all switched over. We showed that yes indeed we like ad-free shows and are willing to pay upfront for them. They said, well that's great, but we can make more money if we show you ads so they did and we ended up paying up front and getting obnoxious ads. The moment it become sufficient popular and the people get sufficiently locked in, the ads come. Every time.