"The digital living room is a lot like Afghanistan. Some superpower tries to take it over and set it straight, but the people don't want to be taken over," says
Wharton marketing professor Peter Fader. "It's a very slow evolution."
The problem, according to Wharton faculty and other experts in this piece, is that consumers are not likely to
change their television habits very quickly. So far, for example, they have not shown much interest in having a computer on their TV. "It's a hard one for people in the computer industry to
understand," Jobs says.
Andrea Matwyshyn, a legal studies and business ethics professor at Wharton, argues that it's fruitless to crown any of these rivals as a future king of the digital living room. "How people will use these tools is [as yet] undetermined. When devices are introduced to the living room, there may be unintended uses."