It seems like the same thing as the wireless companies trying to avoid becoming dumb pipes, except it's dumb boxes. They have to pretend they're creating value

It seems like the same thing as the wireless companies trying to avoid becoming dumb pipes, except it's dumb boxes. They have to pretend they're creating value with "smart" functionality, HDR, and for a time 3D. But all it really does is keep prices high and creates no real value.