Yeah, he realizes that direct-to-consumer SVOD is increasingly the future of TV and the middleman-delivered MVPD cable bundle is slowly fading in the rearview mirror (although it's not going away any time soon). So they're positioning their strategy for that reality. The upcoming SVOD -- which they're rumored to have tentatively dubbed "HBO Max" -- will be their #1 priority going forward. Come mid-2020, if not before, I expect that every new subscriber to an AT&T-delivered cable bundle (except maybe those on the super-skinny Watch TV service) -- whether delivered via OTT/IP or satellite -- will have HBO Max automatically included in the base rate. Why would AT&T make optional a service that they see as the center of their video strategy? Also note how the story I linked to above says that some Turner original shows will debut FIRST on HBO Max before airing on their TBS, TNT or TruTV cable channels. SVOD will become the dog that wags the cable channel tail. Having HBO Max be a non-optional part of their MVPD packages is the same thing that Comcast will do with their upcoming NBCU SVOD. If you subscribe to a cable TV channel package from Comcast, you get the SVOD (with forced ads) for no extra cost. Non-Comcast cable TV customers will have to pay for it (and they're apparently thinking the price will be around $10, which is way too high, IMO.) BTW, I think the name HBO Max is going to confuse folks into thinking it's a combination of HBO and its sister service Cinemax. (Although, who knows, maybe Cinemax originals will be included in HBO Max?) Cinemax has for decades been abbreviated as Max. Note how the upper-level DTV Now package, which automatically includes Cinemax, is also named Max. If HBO Max will have Cinemax rolled into it, the name makes sense. Otherwise, I still think they should go with "HBO+" as I've been predicting. Last thought: I think we may see all the linear HBO channels except the original HBO, HBO Family and HBO Latino die next year. AT&T sees HBO's future as mainly an on-demand SVOD, not as linear cable channels. Note that HBO, HBO Family and HBO Latino are the only linear HBO channels included in the new Plus and Max packages on DTV Now.