americans love to hate the cable bundle. yet most americans also see value in it. the price might inch up every year because you're getting more and more channels and they cost more, but we see this on going battle, on going tug of war between programmers like time warner and distributors like comcast or at&t, it's a tug of war, how much is the bundle going to cost every year? it's understandable at&t wants to buy more programming, more time warner, more cnn, in order to have more muscle in that on going tug of war. that's what comcast did with nbc. >> it all comes down to this bundle issue, in this world where you have more netflix and amazon creating more alternatives, can at&t gain more muscle in the environment? the argument from at&t is they just have to keep up with all the others. >> with the facebooks and the googles of the world. brian talking about the bundle,