Yeah, well, 'doing the math' would have a lot of very successful products 'fail' in the market. Why bother buying a Mercedes when a Chevy can do the same job? Oh wait, because it's more about the experience than just the math. Yes, there's definitely an argument to be made for how Tivo has absolutely squandered their advantage in the market, especially with regard to 3rd party development. And before you dismiss the notion of catering to cable companies you have to do the math. It's far less expensive to sell to just a cable company instead of to each and every individual customer. So it's not so simple. But Tivo is certainly missing a lot of what many people would consider great opportunities. Like they've done pretty much all along.