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Great discussion Pete. I think Tivo is illustrative of LCM. You have both time stamped measurement (what is watched when and for how long) but also data available towards your conversational end of the typology like how many times did you rewind it save it or loop it in as a favorite. Can you imagine rewinding a commercial to see it again it is that engaging?(outside of the superbowl phenom). Now that is some data to think about! There are other "Tivo" mechanisms out there to tap for insight per your comments above and this gives it a developing framework.