That fear has combined with the boomer generation's experience of limitless choice, whether of which television channel to watch or what type of mustard to slap on a sandwich.
With the arrival of mobile as a serious and fast growing new channel, a new, very specific type of solution was needed to manage payments for merchants.
With the help of Chiara Cirelli, who also works at the University of Wisconsin, Dr Tononi has created a mutant fruit fly that sleeps only two or three hours a night. (A normal fly sleeps between eight and 14 hours.) The mutation itself is in a gene for a nerve-cell protein of a type known as an ion channel.
In the near to mid term, we anticipate being able to generate higher advertising returns than any traditional channel can from their advertising service, for any type of content.
But if you add the wife of pitcher Roger Clemens being dragged into the steroids investigation, sounds like time to check in with BPP's sports analyst Bill Wolff - take out a break from his day and night job on some news network, to channel back to his days as a pro-sports producer TV type.