The UK is 20-25 years ahead of the game. I love the way they handle TV. The problem is these TV execs are old and greedy. They didn't want to stop the money train and risk possibly scaring off the soccer moms and white suburbia who drop money on the products they push during commercials . They starting to realize this younger generation which are getting older and have kids themselves don't watch TV anymore, ratings are in the toilet across the board and some old rich out of touch exec thinks this is gonna draw them back in. The powers that be are always behind the times and playing catch up when it comes to entertainment and technology. Realistically they should've done this 10-15 years ago.