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The TV industry isn't blind to what's going on, of course. No rational business person would believe that it's a good idea to maintain mountains of aging Motorola and Cisco cable boxes with slowly-failing hard drives when it's simpler and cheaper to move delivery into the cloud. It's hard (but fun) to imagine Comcast CEO Brian Roberts sitting at home with his company's clunky, garish remote in hand and thinking that he's safe from Apple's inevitable challenge. And it's easy to believe the TV executives who say they want to sell higher-priced ads better targeted at their audiences — the same way Google and Facebook sell ads now.