Elaine Burke

So, I mean, they will be considering the optics and something like that.

They do have marketing teams and advisors to tell them that that's probably not the best idea.

But again, what's suggested here by Professor McIntyre is that they might target in that list of names that they got.

They might target commercial operators that are using dodgy boxes.

So say if the name and address is affiliated with a B&B or something like that, where it's a business to be held accountable.

Yeah.

So they are probably the top of the list to be at risk here, I'd imagine.

It's the flexibility of it as well, though.

Like, I don't believe you would have 400,000 households having dodgy boxes if it wasn't for the fact that our access to content has become so splintered and siloed across.

Like you have Netflix subscriptions to get this specific set of shows and you need to get the Apple subscription to get this specific set of shows.

And people don't want that.

They wanted services that were more flexible and fluid and shared things between them.

Now, Sky has actually gone down a route of bundling things together in its most recent packages.

And I think that's a smarter move for them as a business to try and recoup their losses here and give people something that they are clearly demanding.

They want more flexibility and access to streamers.

They want lower prices to do that.

And, you know, streamers are also introducing ad packages as well to introduce lower prices there.

And I think they all locked down on things like being able to share content

your accounts more widely, to have the portability of your account, which actually really suited people who are more nomadic these days, you know, you tip away and watch things in different places.

Yeah, 100%.