The point everyone seems to miss is this isn't just the 250.00 or 500.00 for the device that DTV will lose (Don't let that define the market). The minute I can do this with HD quality and a comprehensive amount of content - I am gone! So it is more like $2,000.00/yr from my house alone. You ever notice how the grocery store will lose money on items week in and week out to get your "whole order". Give the beer away at cost because doritos and chips are on a 40% margin... It's called a loss leader in retail. Niche or not, having it will be worth millions, not having it will cost millions.