said by elray:Actually it's a shot across the bow of the content providers. While the cable companies are willing to live with competition from iTunes, they are not willing to continue to spend billions a year on content if it's going to be given away for free on the internet. At least some of the major cable companies already know that they will eventually become broadband providers first and IPTV providers second but there is still a few years before that will happen.
CableCo sees TV Everywhere as an additional revenue stream, or a way to keep customers in the fold, instead of using the technology to sell ala carte services to people without cable.
CableCo needs to do the heavy lifting (lobbying, contract negotiation) so we can buy the shows, channels, networks we want to watch, by the hour, day, week, or month, similar to the way iTunes lets us buy songs from 99% of all published works.