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Video is a rich medium. a euphamism for "fat and expensive" - fat because it take a lot of bandwidth to transmit, expensive because it consumes an unfair amount of spectrum, processing and transport (especially backhaul). It's also a moocher, mostly looking for a free ride. Subscribers, especially those with HD screens such as smartphones and tablets consume an ever growing amount of video, for which they pay little or nothing. Mobile service providers, who benefitted in the last two decades from the viral concept of "Mobility", are now suffering from a different Virality - "mobile video".