Content owners may not take advantage of what Microsoft is doing? They could bypass the PC altogether, or come up with some other type of system.

That number three job at Microsoft is a tough position to be in.

That is one area that Microsoft thinks is potentially very lucrative and fast growing.

Most of the spokes are supplied by partners, Microsoft earns royalties, and the whole thing helps perpetuate the idea of Windows PCs as the central home entertainment device.

We've always worked directly with the owners of content to make that content available. In our experience, that has not slowed us down too much, and it has helped us to build strong relationships that have helped us in other parts of our business.

That is crazy expensive. But once you've got users in your world, you can track them. There is sort of an Orwellian possibility to it.