[Read the following with an uppity John Houseman* accent]
What will it matter? Surely you jest old boy. It starts with one or two people believing they have a choice in their entertainment options. Then more will follow - but with grander illusions of the power to decide things for themselves. The next thing you know the rabble will start demanding choices over the things only we "elite" should be deciding. Anarchy and chaos! I say we squash this peasant uprising here at the start, before it can take root.
* For those of you too young, or who just don't remember John Houseman, here's a commercial he did for an investment firm in the mod 80's:

