"Ultimately, broadcasters and advertisers have to change the way they do business or they run the risk of linear TV becoming obsolete."

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Advertisers regularly con us into believing that we genuinely need one luxury after another. We are convinced that we must keep up with or even go one better than our neighbors. So we buy another dress, sports jacket or sports car and thereby force up the standard of living. The ever more affluent standard of living is the god of twentieth century North America and the adman is its prophet.

— Ronald J. Sider