I totally missed the ESPN phone, so this was an interesting insight. Perhaps, this is best encapsulated by Ian Malcolm's statement in Jurassic Park: "Yeah, yeah, but your scientists were so preoccupied with whether or not they could that they didn't stop to think if they should." If ESPN woulda watched the market for a bit and put that money into making an App when the time was right, they certainly woulda been better off. I guess that's hindsight.. The MMO Wildstar would be a great subject for this series! Oh, one other thing, you said "soccer", but your accent says, "football". So which is it?