I know you were being extreme to make a point but 4%??? The sports content alone is far more than 4%. Gee, since Comcast is somewhere around 25 channels of HD (not all HD, of course, since many are the same as DirecTV), just the Big Ten Network (which Comcast is battling) accounts for more than 4%. Yeah but when you are advertising to millions of people, really hard to tailor the ads that way. A good point for the individual but silly for national advertising. Totally disagree. You have to count only base packages? Why? Content is content. It costs varying amounts. Everyone knows that. They say they have HBO, for example. That costs extra. They should not count that? What package level do they count? Lifeline cable (anything more costs more)? As for double counting, you are opening up Pandora's box. Are you going to discount reruns? Are you going to count the HBO channels as one because movies show up more than once. Are you going to say ESPN HD is not all that much becasue they rerun Sportscenter 10 times a day? What if HBO shows the same movie as Starz? Does it not count? As with any purchase, do your homework. Don't depend on ads.