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I believe your thinking of Gemstar's advertising as a Gorilla play is flawed in the following comment if I understand you correctly:

Gemstar which has a proprietary lock on the market due to its IP.

Gemstar does not have a lock on the advertising placed in EPGs and IPGs. It's lock is only on the EPGs and IPGs themselves. Anyone can create their own EPG and IPG which will almost assuredly result in increased royalties to Gemstar. But the advertising placed on those competing IPGs and EPGs is the result of the competitors' execution, not Gemstar's. I'm not ignoring that Gemstar might choose to include a portion of the advertising revenue in their negotiations to allow a company to use their EPG or IPG technology, but that's not relevant to determining that said revenue is Gorilla-based.

In the end, the advertising opportunities are non-proprietary opportunities enhanced by the effects of networking, making that particular revenue stream a clear Godzilla play, not a Gorilla play.

Again, just my opinion.

--Mike Buckley
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