Pitch 'over 100 channels' instead of the 6-8 people actually watch

Michael Ribero… together, but sometimes they don't. The question is someone who is interested in Architectural Digest also going to be the person who is reading Wired? I think yes at points, but probably a lot of the time no, those are some of the considerations we went into. What I will say, and I've now seen this work over multiple instances. When you get to that point of purchase, giving people more for less money is always an equation that's going to work.

Michael RiberoSo coming from TV, at one point in my life, most people watch, and this was probably five or six years ago, most people watched something like six to eight channels. We would try all sorts of messaging, all sorts of packaging to say, "Hey, just get six to eight channels."

Michael RiberoEvery single test that we ran, it lost when you said, "Get over 100 channels." I mean, it was unbelievable to see. But I think reinforce the idea of when you have that moment of truth, really making sure you put your best foot forward, even if it is, it doesn't make sense or it doesn't agree with any of the research and really the importance of testing. So that's where we came from.

Michael RiberoI think the one good thing too, which we're seeing now just on the bundling is all of a sudden you have different ways into a consumer usually say with a single subscription or if you don't pull it apart, hey, it's one monolith, there's a benefit here and we're just going to keep hammering that one benefit. The context may not make sense. There's something, might be external, at least for us, and I'm sure a lot of people who are doing the …