As screens have gotten smaller and easier to use - whenever and wherever we want - we’ve traded the quality of the TV viewing experience for the choice and convenience of anywhere, anytime access on computers and phones. And while the appeal of convenience cannot be underestimated, it turns out choice is the killer application. In a world of too much of everything and too little time, being able to choose what you want to watch, listen to, or buy - when you want it - is a game-changing proposition.