It's worth pointing out that physical media is, of course, the real point of the industry's future. It's not wild speculation to suggest that files like AVI and MP3 will soon be a quaint memory, and the idea of downloading 'physical' files to a client device will seem ridiculous on a broadcast platform.
However, this is not where we are today. That's the point. Current business models which reach towards this any-outlet future should be encouraged, but they cannot possibly predict long-term gains unless they adapt to include current revenue streams coupled with enterprising initiatives, however fragile they might seem.
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