I'm a big believer that consumer media preferences are shaped pan-channel. I think that zipping through ads on TV makes consumers less tolerant of marketers' interruptions online, and that the ability to suppress pop-ups results in further TV commercial impatience. It follows, then, that if a 45-minute show costs $1.99 on iTunes, a 90-minute movie shouldn't cost $10.50 at the theatre, or $19.99 on DVD; it should cost $3.98. All right, it doesn't follow exactly, yet. But specific initiatives are shaping consumer expectations broadly.