Is It a No Brainer to Subscribe to a Bundle?

i'm sure that's a huge part of this, is making it look like a no brainer to subscribe to their bundle proposition. I think everyone has realized now that your sports are still the holy grail,. But t you need to couple that with entertainment content to really keep the customer engaged and reduce all the risk of churn. A longer term, i expect that price to continue to go up. They've paid a premium for a whole set of rights longer term, but that the premium's going to be bumped up.