"Sharing"? That's a fairly-generous characterization. Actually, I was responding to jjohns' specific musing about whether they would use this to strategically segment ads into the EPG, which the jury is still out on (I guess we are required at this point to give the benefit of any doubt), and which I quoted. Mining data is one thing, especially if they generalize the bottom-line stats anonymously as Tivo has pledged rather than target customers specifically, which is something very different and potentially sinister. There is a line that should not be crossed. Will they, won't they? Even so, whether they mine data or not doesn't bug me all that much, but placing ads in the guide whether from mined data or not just make me feel like a chump who is having every last penny squeezed out of him; and that they feel like their arrogance in being such a nuisance might even be justified. It isn't.