In today's episode, we want to cover I suppose it's a concept, but it's also a new story that we saw recently this week, whereby Disney plus up-and-coming young whippersnapper on the streaming market that's eating Netflix's. I suppose they haven't announced it, but they're suggesting that they will introduce two-tiered pricing whereby you pay less, maybe about $8 US a month, but you might have to watch advertisements, or you can pay more and avoid advertisements. And I suppose this is a little bit like I think it's called "Red" on YouTube, where you can subscribe, you pay a fee per month, and you get to avoid those annoying ads that pop up during your videos. So yeah, what do we think of this?   We thought it was an unusual article for a news story. Firstly, it just seems kind of a confusing sort of pricing strategy. Is it a pricing strategy to introduce new price tiers based on things that customers don't like? So you increase the price to avoid something you don't want to see like ads. So obviously they've done their research.  I just think it's kind of on customers and found out that they don't like seeing ads. They must not like seeing ads, but it seems counterintuitive in a way to price based on that. It sort of sidesteps the value of the Disney plus proposition. I mean, are they suggesting through that that there is very limited value in their offer compared to Netflix and are resorting to going to paying for not seeing the ads? This seems strange because there's value in that Disney plus the selection of movies. Are they suggesting that that is not enough to maintain customers? But if you backtrack a little bit on that, well, it must have been enough because that's what drove customers to the platform. And that's what customers thought, “ oh Disney plus movies are worth migrating from something like Netflix or a Stan or one of those platforms”. So I just think it's kind of an odd price structure to create and really what I'm thinking is, Is it a price strategy? Or, are they thinking about it,  Is it more like a covert price increase price rise strategy? And if you're going to do that's more of a tactical sort of pricing move. And it's something that you really shouldn't integrate into your fundamental price architecture, which is that price structure. So to me, those are my thoughts what do you think?   I suppose I have a couple of thoughts. Generally when we're talking about value-based pricing and charging for value, usually we're discussing giving additional value, and charging for that additional value we're giving. It's more of a carat than a stick this more seems to be a stick. This almost seems to be pay or we will self-sabotage what we're giving you.  Pay or we will make this product we're providing to you worse, which seems a bit odd to me. Admittedly, they haven't said they're going to do this yet but I've seen and imagined it in a couple of different places. What would that do? Would it drag these services back down to being television? Not very different to actual regular TV, which I suppose was what drove people to stream in the first place. Theoretically, what difference does it make if you're showing adverts on whether it's a streaming service versus whether it's a pair TV system? So I think that was a bit confusing, and I'm not sure that I can see it clearly on YouTube.  I would watch a fair amount of YouTube but I can see that the adverts are annoying. The people who tend to advertise on YouTube also tend to be larger corporates; banks, and building societies. These are even term issues anymore. Insurance companies stuff like that big supermarket chains. The adverts tend to be mind-numbing and they're a little bit too long. I think even television adverts some people used to enjoy them, some of them used to be entertaining. There'll be comical aspects to them. I think maybe that's decreased in recent times, potentially with the costs of TV advertising increasing. But I would argue that